David Meerman Scott makes an incredible point about websites becoming real-time. I would like to receive help if the online company could see I was having trouble on its site. Also being able to get an answer a question I may have and not have to wait a couple days for the response is really impressive too. That looks really good towards the company too.
People are used to the computer voices and long list of question, but we all still get annoyed by them. I have even given up when I cannot find that question I have on their list of FAQs. I have seen my dad get really frustrated with the computer phone calls because either he hit the wrong button or picked a different option from what he said. I believe we have all been there.
I actually know a website that kind of has real-time on their website and that is Modcloth. They have personal consultants you can ask style questions. I have used them when I've ordered dresses from them. They answer my questions fast and actually care about me being comfortable with the clothes I buy.
This is a great tool that more websites need to start doing.