This section should also be linked to a form that allows your customers to send their own questions. Most ISPs provide autoresponse software that will confirm that the form has been received. This is an excellent way to provide live assistance without the long distance telephone tolls. Some organizations are even supplying video links. A chat room is an online facility where visitors can post and read electronic messages.
Many sites offer a search engine for searching the Web site.
You can see an example of a Web cast in Figure 10.6. The instructions should be logical and simple, and online wizards should be provided for more complex orders. When customers have a question about your company or products, they usually expect a direct point of contact with your organization. You provide this service either to encourage sales, in the case of those customers seeking product information, or to assist with product usage so that customers will be satisfied with your products or service. Dissatisfied customers have a direct negative impact on future sales in that they will be less likely to purchase new products from you.