251 Section 11.2 E-tail Customer Service service depends on the customer’s ability to clearly state the nature of the problem. Since customers are not always clear in what they are looking for, multiple e-mails may be required. Web Forms. Many retailers provide web forms for customers to complete online, including contact information and a description of the issue. Similar to e-mail, service representatives may respond to the question at a later time. Self-Service. By offering a robust website, self-help can be offered to customers without direct retailer contact. Online product manuals, frequently asked questions (FAQs), and other resources enable customers to try solving a problem on their own. Self- service resources can reduce customer frustration when a customer service representative is not available the moment the customer needs information. Another benefi t is that customers can fi nd this information online 24/7, making it very convenient. Of course, an unhappy customer may want an immediate answer, and a deferred solution may make the customer angry. Companies using self-service resources should also consider other options to provide customers help when needed. Blogs and Message Boards. Many retailers have message boards that encourage customers to post their concerns or issues for others to read. The hope is that another customer with a similar problem will respond to the issue. Customers helping customers can be a very effi cient way to provide customer service. Retailers commonly schedule a customer service representative to scan the message boards and provide additional responses to customer issues. This ensures that the customer receives an answer if a reply has not been posted. It also makes certain that the customer is given correct information. Social Media Blogs Web logs, or blogs as they are known, are online journals. Blogs typically provide information or news about subjects that the owner of the site chooses to discuss. The entries are posted in a reverse chronological order so that the line of communication is easy to follow. Blogs are a great opportunity for a business to direct customer attention to the specifi c products and services that they carry. A blog is often used to share information with current or potential customers. There is no maximum word count, so blogs allow customers and retailers to communicate freely. Many people follow blogs to look for product information or learn more about a company. Blogs are indexed on search engines, which is great for retail business promotion. As an added benefi t, the messages are permanently posted, so readers can go back at any time to review past information.