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Recently I wanted to book a truck for an office move. I knew the company I wanted to contact but no a telephone number so searched for their web site. Once I found it I checked for locations near me and found 3. Then I noticed an on-line reservations link so clicked on this to check availability. Even though I would consider myself ‘web-savvy’ what I found surprised me – before I could do anything I had to register and the idea was that I would enter my e-mail and be sent a password that would enable me to enter the site. I thought this was overkill and then I realized that I did not have access to my e-mail from this PC – just web access. So what did I do? … Nothing with them – I went to a competitor’s web site instead because I needed a quote right away. The morale of this story is make it easy for customers and ensure that if a caller can make a reservation, why can’t a web visitor who does not have access to e-mail?