As a user, it is hard to resist calling the company when you have a specific question. Why bother reading the whole FAQ looking for the answer, when it is so easy to call someone and directly ask for it? For the companies, answering quickly to any request is a must for the conversion, but this can be compromised by the number of requests. So the question is: how to make sure the phone contacts are really not answered by the FAQ, and try to reduce the number of personalized information requests? ING Direct is a very successful online bank, and has managed to find a good balance, in my point of view.

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