Executive Summary (This is a document excerpt)

Consumers continue to embrace online customer service and support. According to a November 2008 survey, 48% more consumers claimed that a company Web site was more useful than a physical store for their servicing needs. Yet availability and accessibility of customer service touchpoints and related content among leading eBusiness sites still leaves much to be desired. While contact information is usually one click away on most Web site pages, contextual help on product pages is generally elusive. eBusiness executives are missing critical opportunities to facilitate self-help and thus deflecting potential calls. Maturing content syndication, analytics integration, and feedback collection capabilities will ease the challenges that eBusiness sites face today; however, it is not too early to begin filling gaps in customer service accessibility and availability.

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