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Come In- I’ve Been Expecting You

Cheap personalization tools make every site visitor feel like an audience of one. The trick is to approach your customers as segments: ones small enough to suggest customization but not so minuscule that you need a bunch of software to manage them.

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People Who Need People

The internet experience doesn’t have to be soulless. Customers can still get that human touch. Online customer service benefits from live people manning the site.

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Customer Centric Company

Your web site should be about your customer not about your company. People coming to your home page should be able to tell at a glance what button they want to click on, because all of the buttons are about your customers.

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A Fine and Private Page

You don’t need to book an expensive extranet to give site visitors rooms of their own. Instead, create Web pages with addresses given only to those who need to know.

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Customer Interface: Go Long

The pace of technological change makes planning for the long term more difficult – and more important. Only when a company knows what business it’s in can its executives look down the road and form a coherent strategic plan.

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Customer Interface: Flash is Trash

Forget the spinning logos and blinking links. Real people want real information and fast. Have you looked at the Yahoo home page? It was gray. Why would the world’s busiest Web site have a boring gray background?

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Customer Interface: Multidimensional Marketing

Do Web-based 3-D tools have a place in the marketing department? It will be interesting to see whether these new tools increase sales or merely entertain the crowd around a booth at trade shows.

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Professional Group Chat: An Oxymoron

Besides the ability to promote the event, Internet chat is an awkward tool for business. For the serious, timely, efficient communication of professional information, it belongs in the same bag of tricks as chain letters, pneumatic tubes and walkie-talkies where you have to end each communiquè with, “Over!”

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Customer Interface: Velvet Glove

How to convince distributed developers that the only limit is not their imaginations. Web Visitors are relying on certain conventions to understand your site and your brand.

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Customer Interface: Losers Weepers

If your visitors can’t find it, they may decide they don’t really want it. What you can learn from companies who blew it and from those who are doing it well.

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