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Part V: Maintaining and Growing Your Sto... > Building Loyal Customers Through Onl...

Chapter 19. Building Loyal Customers Through Online Customer Service

Customer service is the backbone of all businesses: no customers, no business. Although a number of traditional customer service tenets (which you can find throughout this book) translate to Web business, several aspects of customer service are unique to the Internet. You can provide information to your customers without repeatedly answering the same questions. You can quickly respond to customer requests via email, and you can offer catalogs and updates on your products without the usual process of using the mail or buying advertising. And software solutions such as LivePerson (www.liveperson.com) can help you offer live customer service and sales solutions on the Web.

A loyal customer base can be the direct result of strong customer service. If you treat your customers well, don't insult their intelligence by being dishonest, and take advantage of the customer service advantages provided by the immediacy of the Internet, you'll eventually find the same people shopping repeatedly at your online store.


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