Customers consistently say they want more human interaction when shopping online.
And top online retailers already have taken heed, adding that and callback features to their service options. These features allow sellers to provide personal service, up-sell, and solve problems immediately. Another benefit of VOIP is cost, according to Michael Buhr, vice president of marketing and strategic partnerships for Lipstream, a company that provides -time voice communication over the nternet. But cost is not the main selling point, Buhr maintains. VOIP lets them speak with a service representative while still connected to the retailer's Web site.