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Focus on online customer service, businesses told

Rachel Wheeler

February 8, 2011

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Organizations are missing out on business opportunities because they are not paying enough attention to online customer service, it has been suggested.

That was the consensus amongst a panel of experts who debated the key issues for online retailers in 2011, UKFast has reported.

According to panelists, while it can be relatively simple for online-only vendors to concentrate solely on pleasing e-shoppers, thousands of traditional retailers with an add-on web presence are delivering an inconsistent brand image.

Speaking during the debate, Rob Galkoff, founder of The Business Consultants, said that the tough economic climate many businesses have found themselves in over the past few years have meant that it can be difficult to concentrate on individual customer experiences.

"The big differentiator is what experience the customer has," he explained.

"Retailers need to look at all of the different touch points that a customer can use to interact with a company and make sure they are getting them right and that they are all aligned with each other. If they do that, customers will keep coming back."

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