In addition to addressing the business needs of multichannel organizations, we like to keep our finger on the pulse of the consumer, and see how they feel companies are delivering customer service. For that reason, this month's thought leader interview features customer service advocate and Know More Media blogger Maria Palma. Maria has worked in many customer service roles including telemarketing, call center agent, sales and management. As editor of CustomersAreAlways.com, she dedicates her time to documenting the good, the bad and the ugly sides of customer service.

eStara: On your blog, www.customersarealways.com , you provide a tremendous forum for people to read about and share their customer service experiences. What motivated you to start this blog and what are some things you've learned about customer service since you started it?

MP: After working over many years in the customer service field, I felt it was time for me to share some of my experience and knowledge. I knew that customer service was an area that definitely needed improvement among businesses and I wanted to try and change that somehow. I found that blogging was a great way to spread the message. Since I started blogging about customer service, I learned that it's a much bigger issue than I initially thought it was. I've also learned that there are so many other people out there who feel just as passionately as I do about educating others on how vital customer service is to the success of a business.

eStara: In the realm of online customer service, what are some of the most common frustrations you hear from your readers?

MP: One of the major frustrations that people have is that companies don't respond to their emails or if they do get a response back, it's weeks later. There are so many people online these days and companies are a little slow in realizing that customers want answers right away.

eStara: As you noted on your blog, we've noticed how one major retailer recently decided to remove all human contact from its Web site and force customers to instead use self-service tools to resolve their issues. What are your thoughts on this? How does this help or hurt the customer experience?

MP: I have friends and family who use the internet to make purchases, but they're not “internet savvy”. There are still many people out there who just don't have the patience to hunt for information or even really know where to start to look for information! Then there are people who still prefer human contact and reassurance that something is being done about any problems or issues. Companies are alienating these customers by forcing them to find information for themselves. It only creates more aggravation and a poor experience with the company.

eStara: What are some things that companies are getting right when it comes to customer service? Is there anything from the in-store experience that companies should be replicating in their online sales strategy?

MP: I think it's great that companies are starting to blog and are becoming involved in online social networking. We have to remember that customer service is not just about making a sale – it's about building relationships with people. The companies that take part in these online communities and conversations not only get to know their customers on a more personal level, but they can get a feel of what people like and don't like about their company.

Human interaction is the main difference between an in-store experience and the online experience. However, with the technology that is available today such as click-to-call software and online chat, companies can make themselves available to their customers at any time. Customers don't have to wait for an email. They can get answers to their questions literally at the touch of a button!

I currently do business with a company that offers all channels of communication – email, fax, 800 number, click-to-call, and online chat. I've used every one of these tools to communicate with them and I have yet to be disappointed with their service or lack of communication. So it's possible to provide all these services and still make money! You don't have to take the 800 number off your website to cut costs. The easier you make it for the customer to do business with you, the more profits your company will bring in. Many businesses don't quite understand that concept.