Summary
eBusiness professionals should be focused on customers' multichannel experiences; why, then, is email customer service trapped in a silo? Email customer service habitually drives customers further — sometime irreparably — from their online objectives. In a recent Forrester evaluation of retail Web sites, eBusiness professionals commonly missed opportunities to use email customer service to encourage Web interactions or provide seamless transitions to other channels. eBusiness professionals must re-address how their customer service email strategies can keep consumers satisfied by re-engaging them with online content, facilitating online purchases, and providing seamless cross-channel customer service.
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