When it comes to e-Commerce, maybe we should rather listen to people who are actually managing a store. Tony Hsieh of Zappos has written a wonderful book about

When it comes to e-Commerce, maybe we should rather listen to people who are actually managing a store. Tony Hsieh of Zappos has written a wonderful book about customer care, and it all boils down to getting in touch with the customer as MUCH as possible. Everytime a customer calls in, that’s a chance for you to create a positive experience for them, and they are more likely to become repeat customers. Without this, you become interchangeable. The very moment Amazon is superseded by another retailer with similar prices and return policy, I will change to them - I feel no loyalty towards them. That’s not the case with my local supermarket, where I know all the cashiers and there is this feeling of personal familiarity. So phone calls are not necessarily the problem - maybe digital sales automation is the problem.