Chapter 5. The New Customer Relations
“A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.” | ||
| --Douglas Adams | ||
Chapter Contents
“Why did the chicken not cross the road?” asked my daughter. When I gave up, she answered, “To ruin my joke.” Too often we treat our customers like the chicken in that riddle. We are so focused on what we want them to do that we lose track of what they want to do.
When you put so much thought and effort into designing a Web site, it’s hard not to take it personally when the chickens won’t cross your road to get to a conversion. Even though you know that customers are ...
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