Sales, customer service, technical support, information, the human touch; a good web site appeals to the emotions. It makes the user happy to buy and after the purchase they feel well serviced. Customers want to be related to as people not as numbers. The human touch is important. Present information on a site in an appealing manner and the customer will feel better than being put on hold via a voice call.

If you are skeptical as to whether the Internet can provide that "human element" just ask those who trade stocks on the Internet. Those who have traded via the Internet feel they are right on the trading floor with all the passion and drama.

Response is not only the customer making the purchase but it also means being responsive to the needs of the customer. For response no other media as responsive as the Internet.

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