Serve 'Em Right
When it comes to customer service on the web, think big.
The great thing about the internet is that anyone can set up shop. But that also means you have to compete with the big guys-and customer service is no exception. "Customers today are very savvy," says Lauren Freedman, president of The E-tailing Group Inc., an e-commerce consulting firm in Chicago. "They expect best-of-breed customer service everywhere they shop on the web. They don't care if you're small."
Each year, Freedman's firm tracks the top 100 e-tailers on set criteria to select best-in-class merchants relative to customer service and communication. The most successful online businesses offer the following:
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