So, you''ve finally launched your online store. Anticipating hoards of new customers beating a path to your virtual door, you wonder if you''ve forgotten anything. Killer Web store design - check. Simple but powerful shopping cart - check. Warehouse full of merchandise and suppliers on stand by - check. Megabucks spent on marketing it all - check. You''re well on your way to becoming the next e-store success story. Or are you?

Pop quiz, hotshot: Someone visits your site and tries unsuccessfully to place a massive order at 2AM. Have you got customer service tools in place to close the deal or will those dollars walk away?

Selling is only half of the e-commerce equation. Blinded by dollar signs, many e-commerce businesses go live without thinking about the flipside of opening a 24-hour, 7 day a week store on the Internet - they also need a 24/7 service department to support the needs of new and existing customers.

Using static FAQ files, a service e-mail address, and existing phone support may suffice while your site is in its fledgling stages, but these solutions don''t scale well as site traffic grows. E-service tools on the other hand can give you a competitive edge by helping you offer superior service online and sell more effectively over the long haul.

E-service refers to solutions that facilitate interaction between customers and Web businesses online. E-service apps fall into three main categories: Self-service, e-mail management, and live help. Depending on your site''s traffic, the type of goods and services you sell, and the kind of service requests you get it may be worthwhile to implement some or all of these solutions at your e-commerce site.

Self-Service
Unless your Webmaster is asleep at the wheel, chances you already have a frequently asked question file (FAQ). Yours might be populated with information about warranties, shipping options, return policies, corporate contact information and the like. Database-driven knowledge bases are similar, but take it a step further by combining technical, product, and general information into a database that customers can query by keyword for answers to their questions. The downside? FAQ files and knowledge bases require constant massaging and editing to be effective, plus the skills of a seasoned database guru to maintain them.