4.3. Recognizing Barriers to Internet Adoption

Adding the Internet to our CRM efforts makes lots of sense. But it's not necessarily clear sailing ahead. Pricewaterhouse Coopers LLP found the top three concerns would need to be addressed to persuade those not currently using the Internet to participate in e-commerce: They are privacy, security, and ease of use. Table 4-2 lists the objections most often cited by customers as reasons they do not shop online and gives some strategies for counteracting them.

Table 4-2. Barriers to Customer Adoption of the Internet
BarrierCustomer ConcernsStrategiesComments
Customer Confidence
While many customers are eager to shop online, many are not.The processes seem unfamiliar and confusing.Design and build your ...

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