248 Key Terms Objectives Critical Thinking Web Connect Section E-tail Customer Service 11.2 After completing this section, you will be able to: • Explain the importance of e-tail customer support. • Describe training considerations for off- site customer service personnel. • Summarize the importance of ergonomics in the workplace. call center customer service fl owchart asynchronous service automated e-mail synchronous service ergonomics Visit two e-tailers online and research the ways each e-tailer provides customer service. Which one do you think is better? Compare and contrast the services offered to address customer inquiries. Customer support for e-tail purchases may be different from customer support for in- store purchases. Make a list of the differences that you think exist between the two types of customer support. How are the processes similar? How are they different? E-tail Customer Support Customer service is key in attracting and retaining customers. Retailers make great efforts to provide the best customer service possible. If a retailer has a brick-and-mortar store, it is easy to offer face-to-face service to customers who come in to make a purchase, return an item, or visit for any other reason. When a retailer sells products over the Internet, face-to-face customer contact is not possible. E-tailers must create a customer service strategy that supports their Internet customers who do not come in to a store. E-tail customer service is usually provided through a call center or online support. Call Centers Call centers are remote facilities that are typically operated by third-party customer support organizations. These centers represent the e-tail business so that the caller believes he or she is talking directly to the retailer. Call center representatives are