Customer Service is the Experience
Zappos knows that for ecommerce, your phone call is their best chance to have a positive customer service experience. The only other company that I know that gets this is Apple. Phone support IS the customer experience.
– Inside Zappos, Top Secret, Always On.
Time and time again, when booking air travel tickets, purchasing a service or a product, you can run in to trouble that is hard to explain. Providing a positive customer experience on the phone is expensive to implement, but is now an important dimension for success of E-Commerce companies.