delivering the goods - electronic commerce and inventory management

Black Enterprise, June, 2001 by Holly Aguirre

Meeting Customers' Needs

We've all probably lodged some form of complaint after making a purchase. Therefore, most retailers view customer service as a problem-solving action after the sale takes place. In e-tailing, however, customer service begins the moment a customer logs on to your Website. A Jupiter Media Metrix report identified four moments when your customers need service.

Once the order is placed.

58% checked the status of an order and its progress through shipping.

During the buying process.

21% had questions about billing, receipts, and the checkout process.

During shopping.

19% used customer service to find products and inquire about product attributes.

Once the item was received.

19% of buyers had questions about returns.

Editor's Note: This is the third of a three-part series on doing business online. See the April 2001 issue for Part 1, "YourBusiness.com," which focuses on setting up an e-commerce site, and Part 2, "Spread the Word," May 2001, which discusses marketing and advertising.