Being useful online Customers look for: Organisations want to: © 2007-9 CDA Ltd access / information (clarity of offer / value, helpfulness, usefulness, efficiency, usability, consistency, evidence of processes that work, visible ) dialogue/ conversation (character, style, tone, texture, pace, relevant calls to action) (obvious contact details , business status eg PLC, geographic presence, trust marks, privacy statements, accreditations, testimonies) authentication / verification credibility trust value reassure develop relationship engage