At a time when every sale matters, online retailers can’t afford to fall down when it comes to customer service.
Web shoppers, who don’t have the face-to-face interaction with salespeople they have in stores, often contact customer service: 42% of online shoppers said they had contacted a retailer about an online purchase in the previous six months in a late 2007 survey by Jupiter Research, now part of Forrester Research Inc.
And a separate Forrester study last year concluded customer experience quality could result in a swing of $184 million for a large Internet retailer.
