249 Section 11.2 E-tail Customer Service trained to answer customer questions and concerns in a similar fashion as on-site customer service personnel. However, because call center representatives do not have the benefi t of direct customer or employee communication, they depend heavily on customer service fl owcharts. A customer service fl owchart is a graphic map of possible questions and answers that directs the call center representative through the process of questioning the customer. An example of a fl owchart is shown in Figure 11-1. Based on the customer’s responses, the representative knows what questions to ask next. Eventually, the customer’s problem is narrowed down and a solution can be provided. Online Support The Internet provides many opportunities to provide customer service for brick-and-mortar retailers, as well as e-tailers. As shown in Figure 11-2, online service can be categorized in two ways: asynchronous and synchronous. Asynchronous Service Asynchronous means “not in real time.” Asynchronous service is when a customer asks a question and the response comes at a later time or date. For example, a customer sends an e-mail to a retailer asking a question. The e-mail is expected to get a timely reply, but the customer does not expect to get a response in real time or right away. Figure 11-1 A typical customer service fl owchart presents a series of questions to help fi nd the solution to a customer’s problem. Customer Service Flowchart Does the power come on? Yes No Yes No Yes No Do you see a picture of the logo on the startup screen? Is the power cord plugged into an outlet? After the logo appears, can you hear the music? Turn the device over and press the “Reset” button. Did you press the “Reset” button? Plug the power cord into an outlet. Goodheart-Willcox Publisher