eCommerce customer service needs help.

• Position: Retail Chargebacks

Retail giant Macy's announced the closure of 36 U.S. stores, and the elimination of more than 4,500 positions following a disappointing holiday sales season. Macy's CEO Terry Lundgren attributed the falloff in sales to unseasonably warm weather last winter and lower spending by international tourists, stating that approximately 80% of the sales decline could be attributed to the lack of sales of cold-weather gear, such as coats, sweaters, boots, and scarves.

Monica Cardone, chief operating officer of Chargebacks911, Tampa, Fla., believes that "the weather didn't help, but the real problem may be a paradigm shift in consumer behavior." Noting that, as of the fourth quarter of 2015, eCommerce amounted to 7.5% of all U.S. retail sales--up from 6.6 % in 2014--Cardone observes that the key differentiator in retail today is the customer experience. 'Today's consumers expect to be able to buy what they want, when, where, and how they want it, and with a maximum of convenience and a minimum of friction."

Providing that experience, especially in the realm of online sales, has proven to be a significant challenge for traditional multichannel retailers. One reason for this, Cardone suggests, is that--in contrast to a pure-play eRetailer such as Amazon--customer service in a company like Macy's has its roots in, and continues to be oriented towards, instore interactions. The human touch, so readily available in the store, has been given short shrift online.

"When these companies first set up their eCommerce operations," Eaton-Cardone points out, "the emphasis was on automation and speed --how to complete the purchase with the least possible delay. While...