A new report from Eptica, a UK-based provider of customer interaction management software, surveyed the online customer service practices of 100 leading UK companies. The survey looked at how well each company answered simple, routine questions via email, website and social media. The results were startling.
The report, Eptica’s 2011 UK Multichannel Customer Service Study, found less than half (48 percent) of companies surveyed responded correctly to questions asked through email, with 47 percent failing to acknowledge receipt of an email and more than one in four (27 percent) not responding at all.
“This report signals a wake-up call for the industry,” said Dee Roche, European marketing director at Eptica. “Customers don’t want to feel as if they’ve disappeared into a black hole where their voice is not being heard.”
The study took place over a two month period in 2011 and looked at 100 websites across several vertical markets such as insurance, travel, electronics retail, consumer electronics manufacturers and banking. The survey included well-known brands like Marks and Spencer, British Airways, Amazon, Vodafone and Barclays. Each sector was then evaluated in three areas, from ability to answer ten basic questions via a website to speed and accuracy of responses through email to how well social media channels were integrated into their customer service.
“Some of the findings, particularly in relation to the lack of responsiveness via email are unforgiveable,” said Roche. “Damage to a brand, high customer churn and lost sales opportunities can all be avoided if the company develops an integrated and consistent approach to its online customer service.”
The study found the time required to respond to emails varied massively from five days (120 hours) to only three minutes. On average, responses took 20 hours and 41 minutes. The study also found certain sectors had better customer service through online channels, with fashion and specialty food and wine retailers performing well. Unfortunately, banking and telecoms reinforced their reputations for poor customer service.
A full copy of Eptica’s 2011 UK Multichannel Customer Service Study is available on the company’s website.
