A BlueLight representative acknowledged problems with customer service before the new site launched but said they have been resolved. Companies say they are better prepared this year. Catalog companies online also have phone service down pat because of their already polished infrastructures. Financial services sites, for example, may pay near the high end because it's most likely a more technical call. Even when there is a toll-free number, the person answering isn't always ready to field questions.
Financial sites are big culprits here.
In a survey of online banking Web sites, most had a phone contact, but at least half the numbers weren't valid or led to a person who couldn't help with the Web site, according to Gomez. If you have a bad experience with support it can destroy good will, and that gets passed on. Some sites have focused their attention on giving customers the tools to help themselves, reserving phone agents for more complicated issues. American Express lets card members pull up past statements online if they ever have a billing problem. Hiring specialists outside the company to provide customer support is also an attractive alternative to many online businesses.