What is the most important aspect of your shopping experience? The selection? The store atmosphere? What about the level of customer service you receive?

I think I would have to lean toward customer service. If I'm in a store (or in an internet store), I want to know that the questions I ask will get answers. Even more importantly, I need someone there to answer my questions!! So often this is not the case. I have to go hunt someone down to even ask the questions and more often then not, that employee has to go find a supervisor to answer the inquiry. Wow. It can get pretty ridiculous.

When I'm working customer service, I try to keep to the "Do unto others as you would have them do unto you" principle. The customer is our top priority. We do everything within our power to provide the best shopping experience possible. Have questions? We answer them in the same day, sometimes in the same hour. Need a certain product that you don't see listed? Send an email. I might be able to find it for you. We shipped the wrong book to you? I will have the correct book in the mail if not the same day then the next day at the latest.

This is the kind of service I would expect, but when I buy on the internet I rarely experience even these basics. I end up feeling like I have inconvenienced the seller or wondering if I will ever get an answer to the email inquiry I sent. That is so not cool, and it does not entice me to hang around and buy more from them.

Shoddy customer service is an easy way to avoid selling product, but one of the keys to a profitable business and repeat customers is to provide them with a level of customer service that reflects how you would treat your grandma. So if you are thinking of opening up an online store be it in eBay or on the web, remember customer service is not an area to shave off expenses. At the least, answer email inquiries in a day, ship promptly and offer your expertise. It will benefit you in the long run.