The basic idea of eCommerce is to enable or empower your customers to self serve. Customers love to be able to log in and pay their bill, change their address, view their payment history, pay ahead, and research additional services your company offers.
Business owners love the efficiency of empowering customers to do these things because it reduces the amount of labor and reduces the opportunity for typos and errors.
Coincidentally customers who are able to self serve also rate the companies much higher for customer service surveys even though it is the customer who was providing their own service. Empowering your customers to self serve online is a win for everyone.
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