While online customer service might conjure up images of far-off call centers and lost emails, there has been a revolution in the way online retailers are interacting with shoppers. At the recent IRCE, retail experts highlighted some of the most important customer service innovations happening in e-commerce. Below are five essential adaptations all e-commerce retailers need to know.

1. Rethink call centers

Starting this list with a decades-old service platform may seem counterintuitive, but many call centers are quickly evolving the way they do business by placing an higher emphasis on their importance. John Ernsberger of StellaService, an online customer service performance monitor, says that more help centers are striving to build a “culture of service.” To accomplish this, they are creating incentives for employees to go above and beyond when on calls. This includes anticipating the caller’s need, and addressing issues in more than a timely manner.

To promote this type of service, Ernsberger says that many companies are providing cash bonuses to star employees, and calling out their good deeds in town hall-style weekly meetings.

2. Face-to-face contact 

When asked to pinpoint some companies that are excelling in the online customer service game, both Ernsberger and his co-founder at StellaService Jordy Leiser highlighted BaubleBar, an online jewelry retailer. The company’s virtual styling was particularly praised, which launched last summer and allows for customers to schedule individual appointments with team members. During these video chats, BaubleBar’s service team models the jewelry, letting consumers see it in scale and helping them style the gems for upcoming occasions.

3. Do it faster

Kevin Gardiner, director of online and omnichannel customer service at Macy’s, said speedy order fulfillment through multiple channels is becoming a necessity for any retailer operating both in stores and online. He says that Macy’s ship-from-store initiative is one of the biggest innovations the retail chain has seen in years, which allows for the retailer to ship merchandise bought online from either one of its five megacenters or one of its hundreds of stores. Piloted three years ago, Macy’s was one of the first retailers to look at order fulfillment and shipping with this multi-platform lens.

Along with this instant gratification in order fulfillment, Leiser says that retailers must be ready to give customers instant refunds, even before the product reaches fulfillment centers. Amazon has been a pioneer on this front, refunding customers’ orders before they even ship it back to the retailer.

While this system presents some hurtles for smaller online retailers, Ernsberger says that it does have it perks. With this strategy, retailers “give customers the power to spend the money right back on the website,” according to Ernsberger.

4. Consider same-day delivery

With the onset of same day shipping (and perhaps the imminent arrival of drones at their doorstep), customers are starting to experience that instant gratification of an in-store purchase through online orders. While this innovation may take some time for retailers to adopt, Frank Poore of CommerceHub, a close watcher of Alibaba, says that the e-commerce giant may provide this service when it starts offering retail services in the U.S. Poore points to Alibaba’s recent investment in the ride-sharing service Lyft, stating that this may be a step the company is taking to fulfill same-day orders.

Sears is taking a similar step, but it’s letting customers do the driving. The company recently launched pickup lanes in select stores, where store employees deliver online purchases to customers within five minutes after those buyers arrive curbside.

5. Encourage product reviews

While online reviews have the potential to turn really bad, really fast, Morgan Hermand-Waiche, CEO and founder of Adore Me, encourages product reviews, stating that they provide a closer look into consumer habits. Using this instant feedback, Hermand-Waiche says he is more capable to improve flaws in his supply chain, sighting sizes and colors that are unfavorable to consumers.