Chapter 2. Walking a Mile in the Customer's Shoes

How many customers can you afford not to attract, and how many current customers can you afford to lose to a competitor? Websites that are designed with a consumer-centric focus attract and retain customers better than those that are database driven. Business profitability depends on customer attraction and loyalty. Marketing experts express it in terms of satisfaction and delight. It's neither. Customers don't want to be merely satisfied. They expect you to meet their needs. They want you to recognize them as individuals and provide convenience, purchasing information, customer service, security, and speedy transactions.

Online shoppers have more power than any other type of shopper. The competition ...

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