Thanks to the way the Internet allows them to communicate with businesses quickly, online consumers are often disappointed that businesses don’t respond with like speed.
The importance of rapid response times was just one of the topics touched upon yesterday during a keynote panel on e-marketing at Chicago DM Days 2000 at the Chicago Sheraton Hotel & Towers.
“People online are more apt to tell you what they think and what they want,” and they get frustrated quickly if you don’t respond, said Blodwen Tarter of San Francisco-based Bartertrust.com, which allows companies to participate in a barter exchange of products and services online. “Time has gotten shorter.”
Bradley Keywell, CEO of Chicago’s Starbelly.com, which produces customized logo merchandise, noted that most companies now expect quicker response time from their vendors as well, to keep up with consumer demand.
Customers are investing their time in a company when they register at a Web site, said Gregory Jones, president and CEO of online auction site uBid.com, Elk Grove Village, IL. To capitalize on that investment, what businesses need to do is simple: find out what consumers want and tailor consumers’ subsequent visits to their needs.
“You need to bear in mind ‘what is the customer’s preferred experience?'” added Tarter.
Chicago DM Days, sponsored by the Chicago Association of Direct Marketing, concluded today.
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