Co-author: Lisa Picozzi

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.

Differences Between Online and Traditional Customer Support

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 do in the brick-and-mortar world, such as:

• Offer customer-friendly site design and navigation.
• Give sales transactions a personal touch, even though you may never speak to your customers.
• Ensure that 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.

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 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 Frequently Asked Questions (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 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 to deal 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.

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 e-mail responses, toll-free 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 e-mails, an automated shipping/tracking system, prompt delivery, and e-mail satisfaction surveys.

About the Author:
Jennifer LeClaire

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