Welcome!

Agile Computing Authors: Peter Silva, Elizabeth White, Roger Strukhoff, Jeev Trika, Olivier Huynh Van

Blog Feed Post

Retail customers facing email black hole this Christmas

Study uncovers growing chasm between best and worst online retail customer experience

Reading, 6 December 2012: In the run up to Christmas, UK retailers are frustrating shoppers with distinctly average customer service, according to a new study released today. Despite UK online Christmas sales expected to exceed £4.6 billion[1], top UK retailers are failing to answer questions asked online or sent via email, according to the 2012 Eptica Multichannel Customer Experience Study. The research found that just 48% of retailers could successfully answer basic questions sent via email, while websites could answer just over half (53%) of questions asked online.

The research, carried out by multi-channel customer interaction management software provider Eptica, evaluated 40 leading retailers, spanning the CD/books/DVD, consumer electronics, food and fashion sectors. They were tested on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to enquiries sent via email.

It was impossible to contact nearly a quarter (22%) of the companies in the study via email, as they either had removed the opportunity for non-customers to contact them through this channel or email addresses could not be easily found. This was a dramatic change since 2011, when 97.5% of retailers provided email contact details. And it also risks breaking the law - UK Distance Selling regulations state that online retailers must provide an email address on their sites[2].

Poor email performance continued when it came to response times. On average it took retailers 66 hours, 52 minutes to answer emails, a whole day (24 hours) longer than in 2011. One retailer took over 1 month to reply to an email - although another responded in just 19 minutes, delivering a real competitive advantage. Slow responses have a direct impact on Christmas shoppers, delaying purchases and potentially meaning presents will not be delivered on time.

There was a growing gap between best and worst when it came to online customer service. For example, fashion companies answered three quarters (75%) of questions asked on their websites, while CD/DVD/Booksellers and food retailers scored just 40%. Demonstrating the increasing chasm between companies, one food retailer scored 100%, answering all ten questions successfully - however three companies in the same sector scored just two out of ten.

"In such a competitive sector, a good Christmas can make the difference between survival or failure for hard-pressed retailers," said Dee Roche, VP, Global Marketing, Eptica. "Delivering a first class customer experience is central to winning and retaining sales, but our research found that while some retailers are excelling at service, many seem to be unable to provide answers to even the most basic of questions. It is particularly worrying to see that a rising number of retailers are making it more difficult for customers to contact them via email - not only does this potentially break the law, but it forces consumers to change channels and risks them going elsewhere."

Social media is now a growing channel for customer service - and retailers are embracing it fully. The study found that since 2011, social media use has increased dramatically - 90% of retailers now provide links to their Twitter accounts and 88% have Facebook pages (up from 58% on both networks in 2011). 8% of retailers link customer service to social media channels, allowing shoppers to ask questions of the wider community. This shows there is still room for improvement as retailers look to integrate social media into their wider customer service strategy.

Sector

2012 % answered online 2011 answered online
Fashion Retail75% 64%
Electronics Retail58% 54%
CD/DVD/Books40% 43%
Food retail40% 48%
Average53%52%

2012 Eptica Multichannel Customer Experience Study methodology
As part of the Eptica Multichannel Customer Experience Study 40 company websites across the CD/DVD/book retail, food retail, electronics retail and fashion retail sectors were evaluated in three areas in Q3 2012:

  1. For their ability to answer ten basic, sector-specific questions via their website. These included:
    - What is your last order date for guaranteed Christmas delivery?
    - Do you price match?
    - Can I order online and pick up instore?
    - Can I return duplicate presents?

  2. On the speed and accuracy of their response via their email channel

  3. How they integrated links to sites such as Facebook, Twitter and forums into their overall customer service strategy.

An infographic illustrating the results of the Eptica Customer Experience Study can be downloaded at http://www.eptica.com/IMG/jpg/RetailMultichannelExperience.jpg

As well as retailers, the Study surveyed websites across the insurance, travel, consumer electronics manufacturers, utilities, telecoms and banking sectors. The full 2012 Eptica Multichannel Customer Experience Study report can be downloaded from http://www.eptica.com/Customer-Experience-Study-2012.html

[1] Source: IMRG http://www.imrg.org/ImrgWebsite/User/Pages/Press%20Releases-IMRG.aspx?pageID=86&parentPageID=85&isHomePage=false&isDetailData=true&itemID=8493&specificPageType=5&pageTemplate=7
[2] Source Office of Fair Trading http://www.oft.gov.uk/business-advice/treating-customers-fairly/dshome/web-compliance-tips/

-ends-

About Eptica
Eptica is the leading European multilingual solution for Customer Interaction Management including Web Self-service, Social Customer Service, Email Management, Chat, Fax-Letter- SMS and Knowledge management for Customer Service. Available on premise or SaaS, Eptica software enables website and customer service channels to improve quality of service, resolve enquiries faster, reduce costs and maximize every sales opportunity. Today more than 370 customers, including some of the world's largest brands, in 15 countries, use Eptica solutions to deliver excellent customer service at much lower cost. Eptica's customers include: Dixons, Domestic & General, Haven Holidays, Republic, Panasonic, Virgin Holidays, Capita and Ageas Insurance Solutions.

Eptica is based in the UK, France, Spain and Singapore and operates worldwide through its network of partners. Eptica was awarded the Deloitte Technology Fast 500 EMEA in 2009 for the third consecutive year. The company's continuing innovation and strong performance resulted in Eptica's inclusion in Gartner's 2011 and 2010 Magic Quadrants for Web Customer Service.

For further information, please contact:
Measures Consulting
Chris Measures +44 (0) 7976 535147/[email protected]
Uday Radia +44 (0) 7940 584161/[email protected]

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

@ThingsExpo Stories
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Vidyo, Inc., has joined the Alliance for Open Media. The Alliance for Open Media is a non-profit organization working to define and develop media technologies that address the need for an open standard for video compression and delivery over the web. As a member of the Alliance, Vidyo will collaborate with industry leaders in pursuit of an open and royalty-free AOMedia Video codec, AV1. Vidyo’s contributions to the organization will bring to bear its long history of expertise in codec technolo...
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...