The digital revolution has leveled the commercial playing field, and for the first time in history, small business owners and enterprising individuals are able to compete against the big guys and have a fair shot at winning.

Innovations in technology have given us cheaper, yet more efficient software and hardware, Web 2.0, and its user generated content has opened the door for anyone to easily create an inexpensive online presence, and the virtual business model has enabled any enterprising individual to start a business with very little up front capital, and minimal on-going operating costs.

So, costs are down, opportunity is up; it’s a win-win situation, yet increasingly, businesses, in their haste to have the designer inspired, award winning, fully optimized, whiz bang, I-can-do-anything-for-you Website, are forgetting the core reason for their existence: customers.

Last month, in his FAQ power ^[1] post, Seth Godin ^[2] talks about Fred, a guy who wanted to post a job on Craigslist ^[3], a usually efficient classified listing site (similar to Australia’s Trading Post ^[4] but without the ads), and his disappointment in their response. Craigslist essentially said “too bad, so sad, nothing we can do to help you.”

Godin explains:

“Anytime you send someone a note like this, where you basically say, “we’re not going to help you, go away,” you’re doing something unnecessary. Don’t tell them to go away, tell them where to go. Worse, if you do it when the person is about to buy something (in this case a help wanted ad) you’re leaving money on the table as well.”

Last year, a major credit card company wrote to me offering their service. All I had to do is go to their Website and fill in the form. Easy!

After spending an hour finding the information they required, and filling in about 15 pages of information online, I hit the submit key. The response? “Server down, try again later.”

I was not happy. It was a complete waste of my time and if I wanted to apply again, I would need to start over.

How difficult would it have been for the company to build in a contingency where the message could appear at the beginning of the process? Not too difficult; programmers are very clever.

FYI: I didn’t go back. I chose another provider that made it a little easier.

Customers don’t go back to companies that don’t help them, but they do remember who has been helpful in the past, so instead of brushing off a customer when your company cannot help, offer them direction. I promise they will be back.