The bike was delivered in a completely flat box. The woman who ordered it as a surprise for her husband knew what that flat box meant. If she were going to give the bike as a gift (and not as a do-it-yourself project), she would have to figure out how to put the pieces together herself.

The above scenario leaves two possibilities for the e-tailer who sold the bike:

• Scenario 1: Buyer beware. This customer should have known she was ordering bike parts that would need to be put together. She should call her local library and request a copy of “Bike Assembly For Dummies.”

• Scenario 2: The e-tailer has a chance to be a hero for this customer by providing not only traditional call center or text chat service, but also multimedia-enabled, real-time support.

It’s easy to imagine what happens to this consumer under scenario one. Maybe she puts the bike together herself – and swears to never purchase such an item again. Maybe she leaves the gift in the box, unassembled – and her husband swears to never purchase such an item again. Either way, the results are not good for the customer or the business.

Under scenario two, the consumer might click for help on the e-tailer’s website. A trained service representative, recognizing the need for extensive help, might initiate a one-on-one video chat. The rep can employ a product video, then pause and annotate it as he walks the customer through the assembly process. The rep. could then conclude the session by sending the customer some links to additional support or products that might enhance the now-assembled bike. The results under this scenario are better for both the customer – who gives the gift she envisioned – and the retailer, who likely won the woman’s loyalty and her family’s future business.

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