E-Service: 24 Ways to Keep Your Customers--When the Competition Is Just a Click Away

Online businesses that stand out from their competitors are not just those with a great product and a savvy marketing pitch; they also know how to translate the old-fashioned notion of superior customer service to the Web, argue customer-service consultants Zemke--best known for his Knock Your Socks Off series--and Connellan. In fact, first-rate customer service is even more important for online businesses than for their offline competitors. For those e-businesses that are losing out on sales or failing to capture repeat business because customers have difficulty navigating their Web site, Zemke and Connellan offer sound advice in the form of ""seven winning principles"" of e-customer service, based on their analysis of Web sites, focus groups and consumer complaints. The authors emphasize that first and foremost online businesses must personalize the e-experience (Amazon's approach is a prime example) and encourage human contact (as does Land's End). Among their occasionally surprising findings: customers don't want bells, whistles and distracting graphics; they want to find the information they need quickly and easily, so it's best to design for clarity and ease of use. This insightful book is among the best of the recent crop of online customer service books. Zemke's solid reputation, combined with the continuing fallout among Internet companies, will draw readers eager for fresh insights. It might even help e-bookstores enjoy a booming holiday shopping season. Author tour; 25-city morning drive-time radio campaign. (Oct.)