The Clicks and Clunks of customer support.

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Years ago, an ugly anti-customer trend began in Web design-- ignoring your customers. This trend took many forms: hidden or nonexistent customer support numbers, phone numbers that automatically dump into voice mail, and delayed or unresponsive email support.

Rule no. 1

A website does not give you license to ignore your customers. Even if your online store has answers to every conceivable question, the mere fact that you have a website distances you from your customers. And the less you
The less you talk to your customers, the less you appear to be human. And who's going to trust a robot?
talk to them, the less you appear to be human. And who's going to trust a robot? You must reach out and talk to your customers. They don't know who you are. Wouldn't you like to know a little more about them? This anonymity between customer and seller requires you to increase customer support more than you ever have before.

In a ZDTV interview with Jeff Bezos, he said that Amazon had one focus- the customer. According to Bezos, Amazon doesn't even concern itself with the competition. Instead, it directs all its concerns towards the customer. This focus ideally makes the customer happy, and scares the competition.

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