Online stores are trying different service strategies. Some emphasize 
self-service technology, others the personal touch.

     What They Did                                Results
-----------------------------iQVC.com---------------------------------
Top-rated site in customer         Within a month, the percentage of
satisfaction lets clients          customers who close deals once they
chat online with operators,        reach the checkout page rose to 63%
but only during final stages       from 60%.
of shopping.

-------------------------Cameraworld.com------------------------------
In October, added Internet-voice   Company says 25% of customers who
capability so consumers with one   use the tool buy something, compared
phone line can talk to operators   to 3% of all visitors.
while viewing the site.

------------Consumer Financial Network (www.youdecide.com)------------
Added e-mail automation software   Customer satisfaction rate rose 5%
to route customer inquiries to     after features were added this summer.
the right staffers and to
suggest answers.

-------------------------HomeTownStores.com---------------------------
Home-improvement site added chat   Sales rose 30% in four weeks, while
support that greets each cus-      e-mail volume fell from thousands of
tomer rather than waiting for      monthly questions to a few dozen.
questions.