Sound familiar? If so, consider this:

Yes, there are dishonest merchants on web and yes, some merchants offer dismally poor customer service. Nevertheless, it's a mistake to paint everybody with same brush. Many of merchants that operate online businesses are legitimate and are interested in turning you into a satisfied customer. However, in your role of consumer you have to give them a fighting chance.

Before you fire off that email, consider following;

* Have you provided merchant with a description of what happened when you tried to use product? Saying "It doesn't work" provides so little information that merchant has no idea what is happening and cannot advise you. What exactly did you do? What specifically happened? Did you receive any error messages? What were they?

* Is there any chance that problem stems from your own lack of computer skills? Do you know how to use an online shopping cart, how to download files, how to work with various file formats or how to install software? While many online merchants are willing to help you as much as possible, they are not responsible for teaching you basic computer skills. Moreover, many may be less than patient after being blamed for a problem that is not of their making.

Company X is a small family run roofing company. They repair, install and insulate roofs. They spend a lot of time and money advertising in press and exhibiting at consumer shows and events to attract new customers. They are visibly committed to their customers and their needs. They do it well and reap rewards. They are succeeding offline.

A potential customer sees them at a show they are exhibiting at. She has a brief but informative conversation about her roof with a company representative and takes away some literature to read. She leaves with a highly positive impression of company and its employees. When she reads literature she notices that company has a web site and visits it. Their site looks professional. She looks deeper into site by clicking a few links.

It only takes a few clicks for her to realise that website is very thin on content. There's little text and text that is present is incredibly dull and uninformative. The site looks exactly like brochure she took away. In fact, thats exactly what web site is - brochure online.

The site has a few basic features: you can contact company, request a quote visit or get their phone number. There's little else of any interest for potential customers. So would she stay and buy from company? Probably not. At this point she either has to contact company by phone to get more information or go somewhere else. She's been abandoned by a company that has clearly made little provision for her visit. At best its a dull visit. She doesnt think very highly of company now.

What went wrong? Why did company, which made such a positive impression offline, make such a poor impression online?