While these worked for their generation, the increasingly breakneck
speed at which people demand information has made the near-instant capabilities of the
Web indispensable as a support tool.
Customer support means a lot of different things, and its scale of implementation is dependent
on the nature of a company??™s product or service. A company that manufacturers and
sells hammers and saws does not have a lot that can go wrong; a missed or incorrect shipment,
a broken handle, or maybe a defective blade might constitute the bulk of complaints.
By contrast, a software company, especially one that sells multiple products, requires a far
richer customer support infrastructure because the variety, nature, and magnitude of the
inquiries will span the gamut from minor nuisance to apocalypse-level disaster.
Despite the near-endless variety of services and products sold by businesses, two things
are constant in the world of online customer support:
1. Ninety-nine percent of companies need it.
2. Ninety-nine percent of companies fail to do it well (or at all), even if they think
they do.
Any company that does business has customers.
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