personal touch in E-Commerce email communication

Purpose of this post is to share how the use of a name in customer contact can bring a more human touch to ecommerce and raise your company above others in terms of perceived quality.

Too often companies can treat E-Commerce transactions like the purchase of a product at a cheap store where the check out assistants have no personality. pleasantly surprised me with my recent orders through them and the email communication I received.

Instead of the bland email advising me of the status of my order along with a generic support number, provided me at points in their communications with an email to a specific person.

This gave their E-Commerce operation a more human touch and thus a shopping experience a step above the generic response.

However, it should be noted that in the 5 emails I received from them in regards to my purchase, the communication did vary on the personal touch and the communication details. This is something that may want to consider from a standards point of view.

As I did not use their customer support team, I cannot vouch for how effective they are or if even the people that contacted me do exist (could be that it is computer generated names).

Listed below in the order they were received are the methods of response back to that I was advised that I could use – (note: I ** out part of the email addresses to limit spam to etrailer):

1 – Receipt of order – with a link to their customer contact information page.

1507 East Highway A
Wentzville, MO 63385
636 887 9300
Contact Us

2 – Order Status on same day as receipt of order advising of possible delay (note lack of extension number in phone compared with communication #3).

If you have any questions, you can reach me at 1-800-298-8924


George J

3 – Order Status 7 days later (note this time an extension number is provided)

Please email or call 1-800-298-8924 ext. 333 if you have any other questions.

Thank you,

Cole S.
1-800-298-8924 ext 333

Online at

4 – Notification that order has shipped (note that email now refers to generic customer service but name still provided – which makes me think it is computer generated)

If you have any questions you can reach me directly at  or (800) 298-8924
extension  or by email at


George J

5 – Post shipment follow up (note that everything is generic now and no email provided)

As always, feel free to call us at 1-800-298-8924 if you have any questions or
if there is something we can help with.


Patrick B


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