Brian Feener

Where does your website fit into your business?

Is it the number one touchpoint for your customers, another piece to your marketing puzzle, or the entire business?

For the service-based companies, the problem is that there is no “ideal” amount of web-based, self-service versus human-based help.

While a customer may be able to order or comment on your service , the customer cannot complete the experience of the purchase until the service has been completed. Until the transaction is over, you cannot gain a repeat customer. You can certainly lose one.

Need an example of how to over complicate your site? Here. I gave up counting the total number of clickable items after I hit 50. How “human” is American Airlines, a company of over 70,000 employees? What about Cake Love, a company of a 100 employees (that’s my best guess, figuring an aggressive figure of 30/store). Which company is providing better service over the web?

Is the web trying to replace your people? Is it trying to be a tool in making your service better?  (Note: There’s no real answer to this question.  Welcome to Web 2.0.)

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