While the quality of customer service at brick-and-mortar retailers can vary, at least one observer says that he believes support from many online businesses is lagging significantly.
In an editorial for the business insight magazine AGBeat, publication founder Benn Rosales bemoaned the ugly state of customer service from online businesses. Specifically, he referenced high fees for online tech support, confusing and unhelpful “Frequently Asked Questions” sections and unclear avenues to receive support as cardinal sins being committed by many online websites.
Rosales noted that it’s possible that tech giants like Google, Facebook and Bing don’t necessarily view their customers as, well, customers. As a result, the options to receive support often do not exist.
“There are virtually thousands of brands on the web that don’t even post a phone number, instead you’re met with a ‘contact us’ form that often sends your request into a black hole,” he wrote, adding that on the other hand, these companies are often all-too-willing to direct commercial queries to a fully staffed sales team.
These unclear priorities can create frustrating customer experiences and breed resentment towards certain brands. On the flip side, some online retailers, like shoe seller Zappos, have been lauded for their responsive and immediate customer service.
The objective for any online business owner should be to ensure that his or her company is slotted into that second pile – the companies that do offer great customer support. Outsourced call center answering services are one step in this process, as they are a cost-effective way for online businesses to ensure that customer queries are answered in short notice.
The Web is a new frontier for businesses, but just because their company is online, does not mean owners can avoid the typical responsibilities and expectations demanded of their brick-and-mortar counterparts.