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discuss why it is important. Provide an example of the tip, from your experience as a customer, or your experience as an employee.

Action Tip 3—Make Site Navigation Simple

Web customer service should be only one click away. Once customers connect to a home page, they should be able to get to the customer assistance page with a single click. And they shouldn’t have to scour the home page to find the button, tab, or hyperlink.

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Site navigation should be simple and obvious, with a consistent scheme for going from page to page. The customer should always have a way to get back to a specific page or be able to press the back button on the browser to escape. Forcing a customer to stay in a site or wade through a complex maze is counterproductive to good service.

Customers won’t tolerate hard-to-navigate Web sites.