Understand Online Customer Service

Before developing your online customer service plan, it helps to understand the differences between online and offline customer support, the advantages and disadvantages of an online customer service program, the importance of keeping up with customer expectations, and the elements that every online customer service plan should include.

Know the Differences Between Online Customer Support and Traditional Methods
Since the world of e-commerce is largely an impersonal culture—with virtually no face-to-face contact with customers—customer support enters a whole new dimension. Online, you must do things that you wouldn't need to in the brick-and-mortar world, such as:

• Offer customer-friendly site design and navigation

• Give sales transactions a personal touch, even when you may never speak to your customers

• Ensure ordering instructions are clearly outlined on your site

• Answer questions and confirm orders electronically

• Provide assurance of security of personal information transmitted over the Web

Understand the Advantages and Shortcomings of Online Customer Service
Overall, the Internet allows you to make it easier for customers to do business with you because they can do it all right from their desktop any time of the day or night. While online customer support is certainly different than the traditional method, there are some distinct advantages:

• Lower customer handling costs

• Improved efficiencies due to the use of posted ordering instructions and FAQ lists

• Increased rate of customer retention if you make online shopping easier and more convenient than real-world shopping

On the other hand, there are some shortcomings associated with virtual customer service that you should be aware of:

• Your relationship with customers will be less personalized just because of the nature of online shopping—and they may have greater expectations of you as a result. After all, they can always run down to their local mall merchant to buy similar products from someone who knows them personally.

• There's a higher learning curve for your support staff as they learn the ins and outs of dealing with customers in the virtual realm.

• You'll need to make investments in expensive technologies and software solutions that aren't needed in the offline world.

Get Familiar with the Essential Components of Online Customer Service
While every e-commerce site's customer service plan is—and should be—different, there are some features that should be staples. They include:

• Web-based facets such as simple navigation and design, fast image download times, and fast access to information.

• Human facets such as quick email responses, 800 customer service phone numbers, and offline purchasing assistance from customer service representatives.

• Product information such as descriptions, specifications, pricing, FAQs, bundling, smart shopping carts, and cross-purchasing suggestions.

• Incentives such as gift-wrapping, promotions, money-back and on-time delivery guarantees, and offers of free shipping and handling.

• Trust factors such as explanations of secure transactions, information regarding privacy of data collected, branding (company logos and slogans), and endorsements by and/or membership in the Better Business Bureau, professional associations, etc.

• Fulfillment follow-through such as confirmation emails, an automated shipping/tracking system, prompt delivery, and email satisfaction surveys.

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