"Customer service" is defined as "the provision of service to customers before, during and after a purchase," and it is a process that should never be overlooked simply because the service is occurring online, says Pete Sheldon, a product manager at Elastic Path Software, which provides a flexible Java-based eCommerce platform for enterprises.
"An effective online customer service campaign can drastically change the face of online shopping by infusing features into sites that are not easily replicated in a real-world setting. For example, Shoeline.com's Return O'Meter increases customer trust -- as well as the company's conversion rate -- by showing customers how many times a style of shoe has been returned and the reason for the return, a feature you wouldn't normally find in an offline shoe store."
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