A recent study conducted by consumer advocacy group Which? highlights the importance of human contact in resolving customer complaints. The study, which surveyed 5,000 consumers, found that face-to-face interaction with customer service representatives was the most effective way for shoppers to receive redress. Speaking to someone over the phone was also deemed as an efficient method for complaint resolution.
Interestingly, the study revealed that online chatbots and social media platforms are among the worst channels for making complaints. Only 46% of respondents found chatbots to be effective, while just 45% felt that social media was an efficient medium for complaint resolution. In some cases, consumers reported being completely ignored when using these digital platforms.
The rise of chatbots and social media as customer service tools has been driven by the increasing prevalence of online retailers. However, the Which? study suggests that retailers may be neglecting the importance of human interaction when it comes to addressing customer issues.
The research examined complaints made to major retailers across various sectors during the COVID-19 pandemic. It concluded that speaking to a staff member in person yielded the highest success rate, with 65% of respondents reporting positive outcomes. Virtual interactions, such as online chats or video calls, were equally effective, receiving a 65% approval rating. Phone-based complaints came in at a slightly lower 63%.
Adam French, the consumer rights editor at Which?, stressed the significance of direct communication with customers. He emphasized, “With the increasing number of people shopping online, it’s crucial for retailers to understand the most efficient way to resolve any issues. Our survey clearly demonstrates the importance of allowing customers to speak to someone directly.”
Another study conducted by dispute resolution service Resolver, published in The Telegraph newspaper, further supports the importance of human interaction in complaint resolution. It revealed that major companies like Amazon, Argos, and Specsavers had either removed the option to complain via email or were no longer accepting email complaints.
These findings highlight the need for retailers to prioritize customer service and provide avenues for direct human contact in order to effectively address complaints. As online shopping continues to grow, retailers must adapt and improve their customer service offerings to meet the evolving needs of consumers. Ultimately, the ability to speak to a knowledgeable and empathetic staff member remains unparalleled in resolving customer complaints.
Sources:
– [Which? study report](insert link with )
– [Resolver study on The Telegraph](insert link with )
