Smart e-tailers and entrepreneurs realise that their customers are central to their success, and it is important to build a lifelong relationship with them. They also understand that earning their customers' loyalty is no cakewalk and comes only with giant doses of e-commerce wizardry (cue Amazon). Developing a user interface that exceeds expectations, offering "performance-oriented" customer service that anticipates and prevents problems before they arise, and tackling the sticky issue of shipping and returns deftly are some of the many little building blocks that make a truly great e-commerce experience.
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