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.
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.