Retailers shift their ad spending from TV, radio and print ads to digital ads.
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Later, as you reduce both the calls to your 800 # and the number of e-mails you receive (we’ve eliminated more than 20%), it will become less expensive to provide.
The real question, though, is: What is the cost of NOT implementing this?
If you are serious about electronic commerce, real-time customer service will soon become just another price of entry. Like 24-hour phone customer service, your consumers will soon demand this online support. If you can’t provide it, guess who will?
Excuse me, I’ve got to go visit one of your competitors. •