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Chapter 2. What Customers Want > Seventeen Customer Directives

Seventeen Customer Directives

When we get in the way of what customers want to do on the Web, they get frustrated. What they want to do will comprise getting around a site and making use of the content and functionality it offers.

There are some complaints, or requests, I've heard over and over again, in relation to a whole range of Web sites and industries. Customers don't know all the marketing and business reasons behind the way a business has done things, they just know what they want it to do, and they'll state it in simple terms they understand.


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