A Forrester Research report revealed that online shoppers expect customer service at every point in the transaction process, not just at the postpurchase stage. And 90% of online shoppers consider good customer service critical when selecting an online merchant.

Here are the customer service features that Forrester found to be most desirable:

  • a well-staffed, responsive service organization
  • a simple return process
  • easy order tracking
  • smart, surprising ways to improve shopping, paying, and other processes
  • quality delivery and shipping options
  • detailed product information
  • smart product recommendations

Improving customer satisfaction is critical for building customer loyalty and encouraging repeat sales. Any company doing business online will benefit from making an investment in this area.

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