You need a customer service policy…

Before you start, you need to know what level of service you are going to provide to your customers, because providing customer service is resource heavy and labor-intensive.
For instance, many online businesses provide 24-hour customer service ‘chat lines’, and because this is becoming the norm rather than the exception, it is something that your customers might expect. Looking on the bright side, providing on-call 24 hour customer support could be the unique selling point you are looking for, so this may be a silver lining in what might appear to be a cloud on the horizon!
Nevertheless, if you want to provide this level of customer service, you are going to need other people to help you. Although this work can be outsourced, you need to know what you are going to offer and how you are going to handle it before you start.
Do not fall into the trap of underestimating the importance of customer service, because when you make a commitment to a certain level of service, this is exactly what your site visitors, prospects and customers expect.
If you state on your site that you have a 24-hour chatline, then people must be able to get through on that chatline 24 hours a day. If you state that every e-mail will be answered within six hours, then that has to be what happens.
Making a commitment to a certain level of customer service, and then sticking to what you have promised, is crucial, because there is nothing more likely to turn potential customers off than a company that does not supply the level of service that they promise.
Whatever you promise must be fulfilled, and you have to factor the necessary resources to make sure that this happens into your initial plans.