The top priority for e-business today is customer service. This is according to the second survey of the National Association of Manufacturers / Ernst & Young E-Commerce Trends Index, conducted in the United States. Other important priorities include sales, security and connecting with employees.
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There is reasoning behind this approach-
If e-businesses are focusing on customer service, the biggest reason for this is that 100% human interaction is not possible online and the customer is largely on his own.
So, any level of service that the customer can be offered online is to be given to him by e-tailers in hope that browsing will be followed by a purchase and then a return visit and word of mouth publicity.