Those using cheap flyers to improve e-commerce services?

One writer has spoken of the importance of online customer service.

Companies that use cheap flyers in their promotional campaigns may wish to reconsider their customer service practices in light of recent comments.

Writing for Marketing Week, Rosie Baker highlighted the importance of providing good e-commerce services, particularly considering the retail problems caused by recent heavy snowfall.

She noted while the severe weather led to a surge in online purchases as people struggled to get to the high street, it then resulted in problems for digital retailers who were unable to make deliveries.

Brands such as John Lewis, Marks and Spencer and Amazon decided to stop taking orders and risk losing out on revenue rather than "disappointing customers and facing an angry backlash as failed deliveries ruined Christmas", Ms Baker explained, stating it is no surprise these three companies feature in the top five e-tailers in ForeSee's Christmas 2010 Online Retail Customer Satisfaction Index.

Marketers were also advised by Mike Welsh in another article for the publication to focus on retaining customers rather than acquiring new ones.