4.2.2. Customer Service Management
The Internet has often been criticized for its lack of human contact and interaction. This is a major hurdle for the growth of e-commerce because many prospective customers are very wary of sending their credit card details over the Internet, particularly so to businesses based in another country. Therefore, many consumers would prefer to pay more by purchasing at a physical establishment locally rather than from another country through the Internet. Therefore it is very important to gain the trust of prospective customers, and there by retaining them and gaining their recommendation. The following are aspects of customer services that an online e-business should look at:
(1). Access to customer service – most online business, including provides access by e-mail only. Access can be enhanced by the provision of a telephone number, preferably one that is toll-free. However this is not practical for many businesses because of the time difference between different countries. Where e-mail is the only means of contact, it is essential that they be answered promptly, courteously, and in detail. It is also a good idea to provide a contact form on the web site so as to allow the customer to make inquiries more easily. More specialized third party customer service modules are available where a support ticket system is used. Another possibility is the use of the live chat system which is essential a variation of ICQ where the customer and merchant can communicate in real time.
(2). Timely and Quality Service – when delivering products or services, it is essential that it is done in timely manner. Products should be packed in a presentable manner and sent off promptly. Where services are involved such as web site design, it should be done in a professional manner with the input of the customer.
(3). Contact with customers – online businesses should make every opportunity to contact their customers. The customer should be notified once an order / service has been completed. They should be encouraged to give feedback and also join the mailing list of the company.