Removing customer obstacles means reducing the amount of effort a customer has to put in throughout their full online shopping experience. This will improve conversion rates and build loyalty.
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Current mainstream wisdom tells us all shop owners should strive to offer unbelievably awesome support to every single customer, all of the time, and constantly exceed their expectations — so attaining service nirvana.
In reality, while exceeding customer expectations may (depending what any single customer values most) delight some, it will actually result in ever-spiraling costs and definitely not make your business any more profitable.
There are three reasons for that.
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