Aren't they all the most important step? This is the one however that can make or destroy your online business. Although hundreds of companies have done their best to provide electronic commerce in an electronic environment they often forget that the end consumers aren't electronic as well. People need that high touch to go with the high tech. 

There are questions to be answered, problems to be dealt with. No matter the size of your company you need a customer service department. If you run a one-man show or a major corporation customers need to know a contact name, they need to know there is someone to set their fears to rest.

Consumer confidence on the Internet was shattered during the first e-Christmas by retailers who couldn't deliver. Security issues remain a concern for some, privacy remains an even bigger issue with Toysmart filing for bankruptcy and selling their customer list. You need to address all these issues on your site but the high tech isn't enough. You need the High-Touch. How can your customers reach you? How long before they get a response? 

Make sure you check out this article: Setting up a Customer Service Department online

Once you have followed all those steps make sure that you stay on top of customer inquiries. E-mails need to be responded to within 24 hours. The phone must be manned during the hours posted on your website (they are there right?). Make sure you have an answering machine with a professional recording to service people when you aren't there. Inform the caller of your business hours and let them know you are looking forward to speaking to them.

Make sure you deal with complaints in a timely manner. Make sure your refund policy is posted clearly and that you respect the guide lines you lay out. Create a log of all complaints/problems and how you handle them so if they recur you can refer to it for guidance.

If you missed the part about Privacy and Security under Web Development make sure you get it posted now. You will lose sales simply because people want to know you will respect their privacy. Also others still don't understand security issues about credit cards and you need to set them at ease. 

Summary:

• Prioritize Quality Customer Service above all else

• Address the important issues directly on your site

• Make someone available for inquiries

• Respond within 12-24 hours

• Post a Security and Privacy statement

Proceed to Step Eight:

Writing Your Way to Profit