Don and others like him are my Real Network. If occasion arises I will send Don some work. (Note: Be cautious here. From other sources I already know Don's capabilities and business tactics. He's experienced and fair. Do not risk other network connections by referring them to someone who is, shall we say less than reputable). But whether I send any work Don's way or not, I've opened door to a whole new network of possible contacts. This conversation alone will stay with Don. I am talking to him as a friend, willing to do him a favor if occasion ever arises. For which in turn I am hoping, not expecting Don will do same. I have measured chances and thought that Don deserved my attention and a place in my network. If I am successful, Don will feel same.

Well, it's been a little over a year since then and my association with Don, which still is limited to talking and joking around at health club, has netted me, or Networked me 7 new clients. 3 of which Don referred to me directly, and 4 which were referred by his referrals. That my friend may seem like small potatoes to you, but never less is Real Networking.

"Today's online consumers are more technologically savvy, more impatient and most importantly, want to spend more of their shopping dollars online than they ever have before," says Michael Silverstein, senior vice president and global leader of BCG's Consumer Practice group. "Unfortunately, online retailers haven't kept pace. Consumer enthusiasm for online channel is growing faster than online retailers' capabilities. Elusive profits will occur when online retailers get profit equasion right."

The BCG report finds that some categories are doing a better job of satisfying customers than others. The books and health-and-beauty categories stand out as best performers, with customers saying they are satisfied with their experiences 31 percent of time. The leisure travel and computer hardware categories have lowest numbers with only 20 percent experiencing satisfaction with their shopping. These last two categories, are big-ticket purchases. Consumers naturally have higher service expectations when buying a $400 plane ticket or a $1500 laptop than they do when they purchase a $15 book. Yet service at a book site is often better than service at a travel site.

Web sites need to address five critical benchmarks simultaneously to be successful. The report finds that a piecemeal approach will not bring positive results to bottom line. All of these benchmarks are tied intrinsically to buying experience. "Online retailers need to tailor their offerings for high-value customer segment and cement loyal relationships by delivering a flawless consumer experience," says Stanger.