The best companies to deal with online are those that indicate to customers they can opt out of sharing information and back up that claim with an e-mail form sent to the user. In every instance where there is information requested, the customer should be able to choose to opt in to share information, says Fairchild. Companies always should present their privacy policy in easy-to-read language. There are valid reasons for companies to share informationsome reasons are helpful to consumersbut customers should have the opportunity to opt in, he maintains.
In the area of responsiveness, Fairchild points out if someone goes online to seek information about a business, it is fair to conclude the user would like to continue communicating online. Having an online form for customers is just one step, though. It has to be simple, and that means fewer required fields. If you ask your customer for lots of information, its always helpful if you tell the customer what information is mandatory, says Fairchild. Preferably, the forms would ask for very minimal informationfirst and last names, an e-mail address, and a comment field.

If companies are going to ask for personal information, they should use that information by personalizing further communication when contacting the customer, otherwise customers will begin to wonder why the company bothered asking, according to Fairchild.

Simplicity also is a key for a successful Web site. Fairchild believes that can range from an easy-to-understand privacy policy to options such as a site map, a keyword search function, and the ability to get whatever information a user needs in one or two clicks. ROBERT REGIS HYLE