The Marketing Bureau


Specialist Marketing & Communications Resourecs

12

Dec

Retailers Failing To Respond....



....To Customers’ Email, Online Queries


First Published on mycustomer.com

United Kingdom - New research has revealed just 48% of retailers successfully answer customers’ basic questions sent via email.

Additionally, the 2012 Eptica Multichannel Customer Experience Study showed that websites could answer just over half (53%) of questions asked online.

The research evaluated 40 leading retailers, spanning the CD/books/DVD, consumer electronics, food and fashion sector and tested 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.

Nearly a quarter of the companies were impossible to contact via email as they either had removed the opportunity for non-customers to do so or email addresses could not be easily found. This in comparison to 2011’s study which showed 97.5% of retailers provided email contact details.

Poor email performance continued when it came to response times, taking retailers an average of 66 hours, 52 minutes to answer emails – 24 hours longer than in 2011.

In terms of social media, the study showed 90% of retailers now provide links to their Twitter accounts and 88% have Facebook pages – up from 58% on both networks last year.

Dee Roche from Eptica said: “Delivering a first class customer experience is central to winning and retaining sales, but our research found that while some retailers are excelling at service, many seem to be unable to provide answers to even the most basic of questions.

“It is particularly worrying to see that a rising number of retailers are making it more difficult for customers to contact them via email – not only does this potentially break the law, but it forces consumers to change channels and risks them going elsewhere.”

 

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