I like that it's easy for customers who have questions or issues with their orders at checkout time! They can easily contact us via chat during business hours if needed as well!! It would be nice in case you need assistance after work hrs (or weekends).
We are able solve any problems our customer may encounter while shopping online through aptostore website/apps etc., which has allowed me personally gain insight into how we're doing compared against other companies out there - this helps drive continuous improvement efforts within my team.