E-Business Solutions

Putting the 'custom' in customer

PICURE THE SCENE. Your shop is buzzing with customers, goods in hand, ready to make their purchase. They look around for help but see no assistants, no shop managers and no friendly faces. They leave - never to darken your shop doorstep again.

An unlikely situation? Unfortunately not when it comes to the internet.

Cambridge Technology Partners' own research shows that 67% of web sales are aborted approximately 66% of the way through the process. To close a sale on the internet, you must put the 'custom' in customer first.

You can talk about state-of-the-art visuals and cutting-edge graphics till you're blue in the face, but in the dotcom world, that's not enough to get the customer interested.

Instead, think of a trained salesforce, enquiries desk and a returns department to guide the customer. These fundamentals, lacking in many e-commerce sites, give the customer confidence in finalising a purchase - vital, especially in the case of complex or expensive products.

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