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Delivering Online Consumer Satisfaction

A 38-year-old marketing consultant just bought a book and some music CDs at a popular online retail site. Taking less than 10 minutes to search for and buy exactly what he wanted, this guy had a great online shopping experience. Now, hes headed to your site to buy insurance.

This is good news, except that he probably expects a similar experience to the one he just had, and hasnt considered that comparing apples to mangos may not be fair. All he cares about is getting clear and concise information, and the opportunity to buy coverage in an expedient manner. He is todays typical online consumer–motivated, impatient and often unforgiving.

You are an extension of your online customers service experience. How your company communicates and facilitates the process will greatly impact your ability to close business. Its important to leverage your current business practices, and combine them with new components without compromising the speed at which you serve your customer. Anything short of this may erode your online customers expectations and result in a significantly smaller close rate for the division of your operation that is focused on Web-influenced sales.

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