Remember that scene in "The Godfather" when Michael says, again, "It's not personal, it's business."

Well, fuhgedaboudit.

Those two terms are no longer mutually exclusive. In fact, a new survey of online customers confrims the opposite: the two are, in fact, mutually inclusive.

Customers increasingly want a personalized, interactive transaction with their eTailer.

The survey that included a cross section of 32,000 online shoppers, put out by IBM, digs in deeper with the specifics.

Here are some of the more interesting nuggets:

- 79 percent surveyed want to be able to print off coupons on store sites.
- 68 percent want more transparency with current inventory. They want to know if nearby stores have the actual merchandise in stock that they want to buy.

- Speaking of store locations, they want that too. Shoppers want you to tell them where to go (so to speak). Seriously, 75% want to generate nearby store locations from their mobile devices.

If any or all of these sound like more trouble than its worth, consider this:

- 61 percent don't care. They want they want anyway and say they'll pay extra for it.