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If you can t make money selling on the Web, what should you do Measure your success in other ways. This should not be total sales. Total Web sales are still a small fraction of all sales. For most catalogers, Web sales seldom exceed 15 percent of total sales. What the Web does is permit you to save some money, if you do it right. You have to have a Web site today. It is how companies are judged by customers, suppliers, and investors. You can t hide your head in the sand just because you cannot make money from your site. So build it, and keep the costs down. Then do the following things: Put lots of free information on the Web. Every company has information lying around that could be made available to customers. Magazines and newspapers have archives. Technical companies have lots of technical reference data. Travel services (hotels, resorts, airlines, travel agencies, cruise lines) have massive amounts of information about destinations: maps, weather, activities, amenities, local lore and history, tours, and so on. Put all that on the Web for free. Why Because it will save you lots of money. Encourage travelers to nd out what it is like to go to Italy by reading your Web site and looking at pictures rather than by talking to your customer service reps all day. Once they have made up their minds, they can then call a CSR to book their trip. Measure your success by reduction in calls to CSRs. Begin the year by estimating the number of incoming and outgoing calls that you expect to eld during the year. Analyze those calls. How much will they cost Why are they made Which types of call could be

If neither of these conditions is true, however, you probably want to use a more compact and localized method of supplying the code to the operator, using a lambda expression as described in 15. We can modify the previous example to use a lambda expression by first deleting the IsOdd method entirely and placing the equivalent lambda expression directly at the declaration of the delegate object. The new code is shorter and cleaner and looks like this: class Program { static void Main() { int[] intArray = new int[] { 3, 4, 5, 6, 7, 9 }; Lambda expression var countOdd = intArray.Count( x => x % 2 == 1 ); Console.WriteLine("Count of odd numbers: {0}", countOdd); } } Like the previous example, this code produces the following output: Count of odd numbers: 4

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We could also have used an anonymous method in place of the lambda expression, as shown following. This is more verbose, though, and since lambda expressions are equivalent semantically and are less verbose, there s little reason to use anonymous methods anymore. class Program { static void Main( ) { int[] intArray = new int[] { 3, 4, 5, 6, 7, 9 }; Anonymous method Func<int, bool> myDel = delegate(int x) { return x % 2 == 1; }; var countOdd = intArray.Count(myDel); Console.WriteLine("Count of odd numbers: {0}", countOdd); } }

handled on the Web Then set up your Web site to answer the questions most likely to be asked of a CSR Where is my order How do I get replacement parts What is the weather going to be like in Prague If you do this right, you will be able to save millions of dollars by shifting these calls to the Web I worked with a travel-related rm that received more than 7 million telephone calls a year, costing it more than $48 million This company measured its Web success by the number of these inquiries that it could get its customers to make on the Web Each CSR call cost the company $650 Each Web visit cost less than $010 If even 10 percent of these calls could be shifted to the Web, the company could easily save millions of dollars.

Extensible Markup Language (XML) is an important method of storing and exchanging data. LINQ adds features to the language that make working with XML much easier than previous methods such as XPath and XSLT. If you re familiar with these methods, you might be pleased to hear that LINQ to XML simplifies the creation, traversal, and manipulation of XML in a number of ways, including the following: You can create an XML tree in a top-down fashion, with a single statement. You can create and manipulate XML in-memory without having an XML document to contain the tree. You can create and manipulate string nodes without having a Text subnode.

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