UK online retailers are letting down shoppers at the busiest time of the year – and risking losing vital sales – through distinctly average web and email customer service, according to a new study.
UK online Christmas sales are expected to hit £4.6 billion according to analysts IMRG.
The 2012 Eptica Multichannel Customer Experience Study found that just 48% of retailers could successfully answer basic questions sent via email, while websites could answer just over half (53%) of questions asked online.
Other key findings from the research were:
– 22% of retailers couldn’t be contacted via email, down from 97.5% in 2011. This risks breaking UK Distance Selling Regulations, which state that retailers need to provide email addresses
– Average time to respond to email was 66hrs 52 minutes – 24 hours longer than 2011
– One retailer took over a month to respond to a simple email question, though another took just 19 minutes
– Fashion retailers were top on web information, answering an average of 75% of questions asked on their websites; CD/DVD/Book and food retailers scored just 40%
– Retailers are embracing social media with 90% displaying links to Twitter and 88% to Facebook pages
The study researched 40 leading retailers, testing them on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to enquiries sent via email. Retailers spanned the CD/books/DVD, consumer electronics, food and fashion sectors. Questions included What is your last order date for guaranteed Christmas delivery? and Can I return duplicate presents?
View thie infographic below:
Source: http://www.eptica.com/
