But when the programs don't fit the customer's needs or desires, and the seller is unable or unwilling to take corrective measures, the customer is lost. Customers' desire for some kind of human interaction has never been stronger. Online ordering utters not a sound. A buyer can now sit at his or her desk all day long, do the job, and not talk to a single person. Unquestionably, there are benefits to both buyers and sellers with online ordering, especially if the entire transaction, except for packing and shipping, is done electronically.
Many customers love it, and some insist on it.
That works fine until there's a problem. When that doesn't work, the customer tries e-mail. E-mail was supposed to take the pressure off voice mail, but that system is also often overloaded with spam and trivia. More and more businesses, including office products dealers, have discovered that delays in getting back to customers are hurting their business. Suburban Stationers, Middletown, Conn., is a highly successful office products dealer, covering most of the state.