Criticisms on existing practices on the web and how the iQeQ approach can counter them   From the customers viewpoint IQeQs approach is to design solutions to deliver: Failure to understand the customer - how & why they A customer self profiling methodology that aligns their buy profile to the interaction Failure to understand the customer expectations and A way of capturing customer expectations to deliver motivations, entirely rational engagement against Failure to consider the competitive situation and the That demonstrates the pros and cons, of the customers individual situation product/service, the organisation and the process It doesn’t deliver an engaging experience Show context, enable choice & comparisons,   demonstrates impact of decisions and allows change of   mind It’s logical, cold and inhuman An interaction that reacts to input, goes where the   customer wants, works either as a logical or random   progression – follows the ‘conversation’ It’s a form filling exercise Only asks questions that follow the conversation - non blocking questions It’s text heavy and hard to use Easy, visual and intuitive interface Design based on organisation needs not customers That prompts and guides the customer to create their     own ’story’ collecting the least amount of data to     complete the process