** Providing top-notch customer service is crucial for turning skeptical shoppers into loyal patrons, but it can be complicated with multiple channels to choose from. Five primary ways to support customers are asynchronous customer support, self-service customer support, synchronous and immediate support, quick and secure support, and providing support where customers are. Each channel has its best use cases, tips for implementation, and considerations for resources and scalability. Understanding the preferences of different demographics can help businesses determine which channels to prioritize, but ultimately, each business needs to decide how many channels they can realistically put resources toward. Automating customer support with tools like Zapier can also help streamline processes and improve efficiency.