Letters

Up close and personal

I'm a site selection consultant with more than 11 years' experience in addressing location choice issues for expansions, relocations, mergers, [and] consolidations. I enjoyed ["The Importance of Proximity," Brandt On Leadership, Feb. 12, Page 15] and would like to add

Regarding [Proximity Paradox No. 1]: It seems to me that the Internet with its promise of instant connections and answers has raised the bar for fulfillment expectations. While it leaves delivery speed as the last area for improvement in the process, it also increases its importance in customer satisfaction. The expectations problem is worse the more the company is seen as an "e-company," perhaps because [its] customers are more likely to be Internet savvy and have instant-answer expectations.

Regarding [Proximity Paradox No. 2]: Routine communications... are easily handled via Interactive Voice Response or a Web site. But when the communication need is in an ambiguous, changing situation requiring rapid interactive feedback involving multiple parties, nothing beats face to face.