Retailers' e-channel still failing on service
North American retailers have been underperforming
in terms of customer service through their electronic
channels, according to the latest research from knowledge
management software firm eGain.
eGain's 2008 international benchmarking report for the
retail sector compared e-mail customer service and web-based
self service offerings from leading retailers in the US,
Canada, and the UK, and found that North American retailers
performed worse than those in the UK in terms of e-mail
response quality, but better in terms of web self-service
and speed of e-mail responses. cpheng This article is
copyright 2008 TheWiseMarketer.com).
However, the company's research also suggests that there
is still significant room for improvement in both e-mail
and web-based service. eGain used a mystery shopping approach,
posing as prospective buyers of high-value products and
services. The company's researchers contacted leading
retail businesses via e-mail, showing an obvious intent
to buy, and also evaluated the self-service capabilities
offered by those retailers.
Key findings from the North American part of the survey
included:
|
|
| 1. |
25% of the companies failed
to respond to customer e-mails; |
| 2. |
Although 65% responded to
e-mails within 24 hours, 55% of the responses were
poor or below average in terms of quality; |
| 3. |
45% were rated either 'above
average' or 'exceptional' for web self-service but
55% were rated 'poor' or 'below average'.
|
When comparing North America with the UK market, the
key differences included:
|
|
| 1. |
North America trailed the
UK in terms of e-mail response quality, with only
45% of the North America sample receiving an above
average or exceptional rating, compared to 56% in
the UK. |
| 2. |
North America performed
better than the UK in terms of e-mail responsiveness,
with 65% of the North America sample responding to
e-mails within 24 hours, compared to only 36% in the
UK. Only 25% of the North America sample completely
failed to respond to customer e-mails, compared to
35% in the UK. |
| 3. |
Web self-service performance
was poor across the board, although North America
was ahead of the UK, as 45% of North American companies
were rated either above average or exceptional, compared
to only 16% in the UK. |
"These scores are concerning, especially since e-mail
customer service and web self-service are key requirements
to attract and retain customers in today's volatile economic
environment, and increasing movement of bricks-and-mortar
purchases to online channels," warned Ashu Roy, chairman
and CEO for eGain.
A full report on the findings of the study have been
made available for download from eGain's web site - click
here (free registration required).
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