According to a recent survey conducted by Pollfish on behalf of Mitto, customer service is becoming increasingly important for online retailers in the UK. The survey, which interviewed 1,000 UK consumers, found that over 60% of respondents believe that good customer service influences their decision to shop with an online retailer. This reveals the significance of providing effective and easily accessible customer service for online businesses, regardless of whether they sell luxury or budget products.
Interestingly, despite the prevalence of online reviews where shoppers complain about not being able to speak to customer service representatives in person, 61% of respondents actually prefer to have customer service interactions with brands through digital channels. This suggests that online retailers need to ensure they excel in whichever channel consumers choose to engage with them.
In addition, speed and responsiveness are crucial factors for customer service. The survey revealed that 94% of respondents expect quick responses when contacting an online brand. To meet this expectation, online retailers can consider offering live chat, SMS, or social media as efficient methods of communication with customers.
Furthermore, the survey indicated that traditional email campaigns during popular shopping events like Black Friday and Cyber Monday had a limited impact on consumer buying decisions, with only 70% of respondents reporting minimal or no influence. Low email open rates, as low as 22%, could be contributing to this. However, text messaging (SMS) fared better, with a 98% open rate. Additionally, over 50% of respondents stated that they actively use social media to contact brands and expressed high satisfaction with the level of support they receive on these platforms. This highlights the importance for brands to maintain a strong presence on social media.
Fast and reliable delivery services also play a significant role in influencing consumers’ decision to shop with a specific online retailer. The survey found that 72% of UK consumers consider delivery speed and reliability when making a purchasing decision.
Overall, this survey emphasizes the importance of prioritizing customer service for online retailers in the UK. Providing excellent customer service experiences, offering multiple contact points, and ensuring quick and efficient responses can greatly impact consumer satisfaction and ultimately drive business success.
Useful links:
– How to Keep Customer Service Slick During the COVID-19 Pandemic
– Customer Service Tips for E-commerce Success
