Serving customers through the internet is like trying to feed a hungry bear through little spaces between bars on a cage. There is a barrier between you and the customer, a clear disconnect that remains when attempting to communicate through an interface rather than in-person.
As far as the internet is concerned, I have good news, and I have bad news. We'll start with the bad: the internet isn't going anywhere, and people are becoming more integrated with their precious technology. Here is the good news: a growing dependency on technology means that people are more willing to talk online to solve their problems.
So how do you make your customer service better? Here are a few things to consider:
Consider 24/7 support -- outsourcing tech support is not something to consider unless you have a call volume to match it. If you do, here are a few resources to consider.
Build an FAQ page -- there will be a fair amount of customers who prefer to find the information themselves, in this case, build your FAQ page and make it easy to navigate.
Invest in analytics -- you will have a lot of data that will come your way without having to ask your customers about it. This is good news, as you can get a head start on certain issues and be able to solve problems more efficiently.
Train your customer support staff -- whether you have people in-house or have already outsourced your customer service, the support staff needs to be trained. Support is your major line of defense against customer issues.
The above list will give you some things to consider as you look at developing your company's customer service. Keep in mind that the spaces in the bars need to be filled with food (aka helpful support content). To the bear, brand loyalty only goes so far, so you have to help your customers realize that they can't get any better service anywhere else. Keep your customers happy through good support, and they will keep coming back.