Consumers call for better access to customer service help while shopping online

Published on 13 June 2013 by in Latest News

ecommerce customer service Consumers call for better access to customer service help while shopping onlineDespite the fact overall satisfaction levels for ecommerce brands reached a high of 83 per cent in 2012, customer service contact remains an area for improvement, according to new research.

As the report from the Interactive Media in Retail Group and eDigitalResearch identifies, 40 per cent of consumers believe improved customer support contact would have a significant positive impact on the online customer journey. This includes 11 per cent who feel contact information should be easier to locate and 17 per cent looking for brands to reduce response times for queries.

The report outlines the high expectations consumers hold for more modern customer service channels, including social media, reporting, “Customers often expect a response instantly (or at least within a few hours). Yet these results suggest that on too many occasions, this is just not happening.”

Clearly, some online retailers may not have the necessary resources to deliver such a rapid response rate to queries, particularly outside of normal trading hours. However, the researchers suggest a pro-active approach to providing adequate product information may be a way to address this issue, reducing the initial volume of customer service queries.

“Internet shoppers are likely to feel less confident going direct to retailers with questions and queries and therefore retailers should ensure their product information is sufficient,” the research paper recommends. Specifically, the researchers mention product zoom functions, consumer reviews, multi-view images and catwalk videos as common methods online retailers use to keep customers well-informed.

Moving forward, the internet retailing specialists also expect to see a growing number of brands providing real-time information online, including current stock levels to enhance the customer experience. Through these simple updates, it is hoped customer service assistants will be able to dedicate a greater proportion of their time to answering more pressing customer service requests.

For more information on how to boost customer satisfaction through delivering a more effective level of customer service, contact numero.

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