A GOOD CASE STUDY: Check out Amazon.com
, and buy a book.
Amazon is an excellent example of a company that "gets it." Searching the site for a book is a breeze, and ordering is a pleasant and convenient process. The company will send you an e-mail to confirm your order or notify you if there are any problems. E-mail sent back to the site is responded to quickly and courteously. Books that you order usually arrive in a couple of days, and there is a liberal return policy. A good lesson for would-be Web retailers. (Submitted by Kristin Zhivago, email@example.com, editor of "Marketing Technology")