252 Chapter 11 Customer Service Strategies Synchronous Service Synchronous service is when a customer asks a question and receives a response in real time. For customers who want immediate assistance, real time service meets their needs. The most common real-time forms of customer service are telephone calls and online chat sessions. Telephone Call. The simplest type of real-time customer service is a telephone call. It is also the most costly for retailers. Having a staff of representatives to answer calls takes manpower, equipment, and space. Phone calls can be the most effi cient way to help a customer. Many customers like the personal service of talking with someone when they need assistance. However, if the wait time is too long or the hours of service are limited, the customer may become frustrated. Online Chat. Online chat enables the customer to communicate with a customer service representative in real time. Customer questions are answered using an instant message format. If the issue is a complaint, chat can hopefully resolve it and make the customer happy. If the customer asks a sales question, real-time chat can close a sale the same way an on-site sale would be closed. E-tail Customer Service Personnel Personnel for off-site customer service are as important as customer service employees on site. In some ways, e-tail customer service representatives require more rigid training than those in a brick-and-mortar store because they cannot interact with the customer face-to-face. On-site personnel have the opportunity to ask questions to clarify the situation. However, e-tail customers can easily get frustrated and leave the online conversation. It is much easier for an e-tail customer to give up than it is with face- to-face dialog. A live person on the telephone is often the most effi cient way to assist a customer. Diego Cervo/Shutterstock.com