Survey Reveals Top 100 U.S. Online Retailers’ Customer Service Shortfalls
With U.S. online retail sales for Q1 2007 totaling USD 31.5 billion, an astounding independent study has revealed that U.S. online retailers are failing in key areas of customer service, which has the potential to be devastating to the online retail market which is forecasted to reach USD 329 billion in 2010.
In a mystery shopper exercise conducted from April to June 2007, an overwhelming 34 pct of emails went unanswered by 100 of America’s top online retailers, with just over 50 pct of responses providing accurate and complete information. The findings of the audit are highlighted in a report published today by customer service specialist and leading Customer Interaction Management (CIM) software solution provider Talisma Corporation.
Talisma’s audit awarded each online retailer a score out of 100, based on a range of customer service criteria, including speed of response, accuracy, completeness of information provided, and the personalization of interactions. Although 93 pct of companies audited responded to phone queries within 30 seconds, only 5 pct were able to communicate with personalized content – by referring to caller ID or a customer profile. Personalization is increasingly being recognized as a critical factor in delivering customer service excellence. In fact, customers are beginning to expect to be acknowledged and treated as “special” on return visits across all channels of communication.
According to Jupiter Research, consumers’ expectations of service performance increase as they spend more time online. As such, the repercussions of poor service experiences also increase.
Read More
