Collective Wisdom from the Experts 195
- Provide no way I can reach a human by phone. If I have a problem,
insisting I use only your web support feature, even after I’ve exhausted its
limited help, is just wrong. I’m off to your competitor. Don’t you want to
know when your site is broken? - Insist I call to get information. Unless you are selling a never-before-
created product, such as teleportation to Saturn, you know your pricing.
Show it to me. Competitors can get it by calling as a phony customer.
Meanwhile, you have lost me as a real one. - Discriminate between customer types. I can get an older operating sys-
tem if I’m a business, so I should not be forced to upgrade to an unstable
new one just because I’m an individual. If I search an airline site for a
round-trip schedule, I want to see all the same flights listed if I prefer to
choose multicity flights, one by one. - Include a useless search function. I want to search your website content,
not just the public relations news releases regarding my search topic.
9.7 Mislabel your buttons. If the Read More button takes me to a video clip,
I’m angry. I want to scan your text-based information, not sit through an
entire presentation.
Don’t make me hate you!