Interestingly, instead of focusing on fulfillment realism, some Web site design vendors still promise to have an e-commerce site up quickly without concern for execution of delivery. This requires investing in the tools to make company representatives available to the customer. Technology to accomplish this is affordable. Choices include phone, e-mail or chat support. If you are using the e-commerce to expand your traditional business, you probably already have the people and you know how to respond to the customer.
Customers have a good memory.
Bad customer experiences make urban legends. Make the customer experience throughout positive, including how you respond to complaints about your online offerings. Many users of online commerce are still apprehensive of using anything online, let alone returning to inconsiderate sites. A good customer experience will usually translate to more visits and referrals to others. Chaim Yudkowsky is chief information officer of Textilease Corp., a uniform and first aid services company in Beltsville.