• www.starbucks.com This site is a good example of how a service provider can add value to customers by providing an online home delivery service for their products. It’s also an opportunity for the company to tell their unique story. Customers love to know about the history of the companies they do business with. Have a look at other features such as employment opportunities. It is also interesting to note that Starbucks state that they are in "the people business serving coffee" not the coffee business serving people. It clearly implies that they focus on people first, coffee second.

As more and more B2B (Business to business) and B2C (Business to customer) transactions occur every day, there are some do’s and don’ts that need to be observed in terms of making it as easy as possible for customers to order products and services from you via the Internet.

A major concern that research reveals people have with ordering over the Internet, is the question of credit card security. One University lecturer I know is so paranoid about giving out his card details, that he sends half of his credit card number via email and the other half via fax.

To allay customers’ fears, it is important that your website is a secure site. This won’t overcome the fear of all customers, however it will increase your chances of having them leave their credit card details. Speak to your Internet Service Provider (ISP) who should have a range of options available for securing your site.

Prior to setting up an ordering procedure on your site, take the time to investigate a number of existing sites such as amazon.com and see what they have done. They have been in the business since the inception of the World Wide Web, so learn from their experience.

One feature of Internet ordering that is missing on most sites, is a 24hour help-line that customers can telephone for assistance whilst shopping online. If you are not able to provide a 24hour service, clearly state the times that someone is available. Remember that the Internet is open for business 24 hours a day, 7 days a week, so take international time differences into consideration.

Also include a range of delivery options. Some customers are prepared to wait whilst others are happy to pay a premium for rapid delivery. More alternatives feature in Touchstones # 77.

In addition to delivery options, make available a selection of payment options. This topic is discussed in greater detail in Touchstones # 78.

The over-riding question that needs to be at the forefront of your thinking, when designing your Internet ordering procedure, is ‘how can we make it easier for our customers to do business with us’?

Until next week, many happy customer returns!

Graham Harvey APS

Next week: Simple forms and procedures.

Watch out for Graham’s new book Seducing the Vigilante Customer – winning strategies to guarantee the return of happy customers and healthy profits, available in all good book stores early in 2002.

Previous newsletters available at www.grahamharvey.com.au/Articles/

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