Research done by both Forrester Research and BizRate.com has explored that 37 percent of online consumers use customer service more from Web retailers than traditional retailers because of its potential for ease of use and quick response times.

These consumers also appreciate the ability to seek customer service from their homes. The preferred method for consumers to resolve their customer service issues is e-mail, Forrester found, with the telephone the favorite best method.

Forrester also found that 37 percent of all online buyers (4.8 million shoppers) have requested customer service online. Ninety percent of online shoppers consider good customer service to be critical when choosing a Web merchant.