The only difference between online and in-store shopping is customer service staff. The same products, prices and sales are available at the click of a mouse, without having the hassle of going to the store. These advantages are magnified during inclement weather, when you’re out of time or you want to shop in your pjs.

So, if your customer service is the differentiator, why are companies so bad at it? We’ve all had customer service horror stories that leave us shaking our collective heads. Failing to return phone calls, failing to deal with defective merchandise, making the company’s process failures the customer’s problem… the list goes on. Here’s a newsflash: without customers, you’re out of business. Nothing should be more important – and I’m not talking about people making unreasonable requests! I’m talking about delivering a good (may we even say great?) experience every time.

On the other hand, I have received absolutely STELLAR customer service from St. John, Saks Fifth Avenue, Nordstrom, and Tiffany (both in Edmonton and New York). These luxury brands get it. They understand that making each customer interaction the best it can be is critical to their success.