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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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24Putting Your Best E-Mail Foot Forward

“When you introduce yourself via e-mail, not only are you making a first impression, you’re also leaving a written record.”

—Virginia Shea, Netiquette™ Guru

Today many organizations regularly communicate with their customers via e-mail. Sometimes that e-mail comes through the company’s commercial web site, other times it comes through an ISP (Internet service provider) like AOL, MSN, Yahoo, or Google.

Regardless of the route e-mail follows to get to your screen, there are both customer expectations and protocols to observe when you are providing customer service by e-mail. Customers judge online service by how easy a company is to contact and how quickly and accurately questions are answered. And while ...

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