The 2009 CEI (Consumer Experience Impact) Report, a Harris Interactive study sponsored by RightNow®, identified opportunities for consumer focused businesses, such as bakeries, to engage with customers online.

• Consumers that are online want an interactive website experience that allows them to quickly and easily find the information they need. More than 62 percent of consumers go to a business website to find information if they are having a problem or are unsatisfied.

• If consumers can't find what they need on a website, they want the option to speak with a person; 73 percent of consumers prefer to speak directly with a customer service agent than to navigate telephone menus and recordings.

• Businesses should be aware of social media; 58 percent of those surveyed indicated that if they complain about a company via social media, they expect a response.