Click here to close now.

Welcome!

Agile Computing Authors: Elizabeth White, Liz McMillan, Pat Romanski, Lori MacVittie, Carmen Gonzalez

Blog Feed Post

UK retailers improving email customer service but failing to deliver on Twitter

Eptica research finds just 33% of tweets answered successfully by retailers

Reading, 2 July 2014: UK retailers are performing poorly on social media for customer service, but are becoming more effective at answering email enquiries. This is according to the Eptica Multichannel Customer Experience Study, which found that email was the best performing channel for retail service, with 63% of questions answered, ahead of websites, which successfully provided answers to 60% of routine queries. Twitter brought up the rear, with just 33% of queries answered effectively.

The research also reveals that retailers are not providing consistent information or service across multiple channels with only 13% providing similar answers to the same question.

The study, carried out by multichannel customer interaction management software provider Eptica, evaluated 40 leading UK retailers, split between 4 sectors (food & wine, consumer electronics, entertainment and fashion). It replicated consumer behaviour by measuring them on their ability to provide answers to ten routine questions via the web as well as their speed and accuracy when responding to email, Twitter and web chat.

Eight out of ten (83%) retailers in the sample were on Twitter, although only 33% responded successfully to tweeted questions. The average Twitter response time was 13 hours 10 minutes, not helped by one retailer taking over 76 hours to answer. Removing this straggler more than halved the average to 6 hours 44 minutes.

Retail sector

Twitter Offered

Tweets Answered

Successful Tweet Answers

Entertainment

50%

10%

10%

Food and Wine

80%

60%

25%

Consumer Electronics

100%

40%

30%

Fashion

100%

70%

65%

Email saw noticeable improvements. 75% of retailers responded to a question sent to them - though less than two thirds (63%) answered it successfully. The speed of email response has improved dramatically to an average time of 35 hours and 43 minutes - over one day less than the average email response time (66 hours 52 minutes) in a similar Eptica study in 2012.

Retailers topped the overall Study when it came to answering questions on the web but were also bottom of the sectors surveyed - fashion scored an average of 79% while entertainment and electronics retailers managed only 52%.The overall retail average was 60%, up from 53% last year, but this means that 40% of questions are still not answered online. The range of responses showed a real gulf between best and worst - 10% of retailers (4 companies) scored 9 or 10, while 17.5% (7 companies) were only able to answer 3 or fewer questions.

Despite the move to multichannel, Eptica's analysis reveals retailers are failing to deliver choice. Just under three quarters (73%) offered email and Twitter alongside their websites, and only two (5%) provided web chat as well. Consistency was poor, with just 13% of retailers providing similar answers on two channels. Two fashion retailers gave conflicting answers on Twitter and email - denying the existence of an ethical sourcing policy on one channel, and providing a link to it on another.

There was also evidence of inconsistency in performance between different channels. The electronics retailer that answered an email in 7 minutes took 76 hours to reply on Twitter to the same question.

At the time of the research, just 3 of the retail companies (8%) had web chat deployed, although others advertised it on their web sites and simply did not have it working at the time or have introduced it subsequently. Those that did offer chat, principally electronics retailers, benefited from its speed and flexibility - 83% of interactions received satisfactory answers in an average time of 4 minutes.

"The retail sector has been revolutionised by the expansion of digital channels, meaning retailers have to answer more questions, across more channels, than ever before," said Olivier Njamfa, CEO and Co-founder, Eptica. "However, our study shows that, while some retailers are leading the way, many are failing to deliver fast, accurate responses and consistency across channels."

"Most retailers are already planning for Peak 2014, but before going into IT lockdown there is still a chance to review the study results and act on our recommendations around benchmarking performance, increasing engagement and driving efficiency to deliver improved revenues this Christmas."

The full findings, highlighting how the retail sector performed within the Eptica Multichannel Customer Experience Study, along with recommendations for areas to focus on, are available in the Eptica Retail Guide, which can be downloaded from http://www.eptica.com/Retail-Multichannel-Study-2014.html.

Eptica Multichannel Customer Experience Study methodology
As part of the Eptica Multichannel Customer Experience Study40 retail company websites from four sectors (food & wine, consumer electronics, entertainment and fashion)were evaluated in 5 areas:

  1. For their ability to answer ten basic, sector-specific questions via their website. These included (below are sample sector-specific questions):

    FOOD RETAILERS
    • Can I add items to an order before it is delivered?
    • Can I order online and pick instore?

    FASHION RETAILERS

    • Can I return items bought as presents?
    • Do you have an ethical sourcing policy?

    ELECTRONICS RETAILERS

    • Can I order online and pick up instore?
    • Do you offer finance facilities?

    ENTERTAINMENT

    • Will you gift wrap my order?
    • Can I amend an order?
  2. On the speed and accuracy of their response via their email channel
  3. On the speed and accuracy of their response to a directly tweeted question
  4. For their ability to answer a question through web chat (if offered)
  5. On the consistency of response across digital channels (email, Twitter and web chat)

As well as retailers, the Study surveyed websites across the insurance, travel, consumer electronics manufacturers, utilities, telecoms and banking sectors. The full Eptica Multichannel Customer Experience Study report can be downloaded from http://www.eptica.com/Multichannel-study-2014-Website.html.

-ends-

About Eptica
Eptica is the European leader in multichannel and multilingual customer interaction management software, covering the email, web, social media, web chat and agent channels. Available on premise or as a Software as a Service (SaaS) solution, the Eptica Customer Engagement suite enables organisations to improve engagement with customers, increase efficiency and drive sales by delivering fast, consistent and personalised responses to their queries, through their channel of choice.

The Eptica customer engagement platform is designed around a central knowledgebase, powerful workflow and Eptica Linguistic ServicesTM, advanced linguistic capabilities that enable organisations to quickly understand the tone, sentiment and context of digital interactions and automatically deliver personalised service.

Today, more than 400 organisations across all industries and in 15 countries rely on the power of Eptica's platform. They include Axa, Dixons, Domestic & General, AirAsia, Hastings Direct, L'Occitane, TUI, Debenhams, Capita and Ageas Insurance Solutions. Eptica's continuing innovation and strong performance has resulted in the company's inclusion in Gartner CRM Magic Quadrants for four consecutive years.

For more information visit www.eptica.com, connect with us on LinkedIn, follow us on Twitter, Facebook or read our blog.

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

Source: RealWire

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
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
To many people, IoT is a buzzword whose value is not understood. Many people think IoT is all about wearables and home automation. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed some incredible game-changing use cases and how they are transforming industries like agriculture, manufacturing, health care, and smart cities. He will discuss cool technologies like smart dust, robotics, smart labels, and much more. Prepare to be blown away with a glimpse of the future.
Connected things, systems and people can provide information to other things, systems and people and initiate actions for each other that result in new service possibilities. By taking a look at the impact of Internet of Things when it transitions to a highly connected services marketplace we can understand how connecting the right “things” and leveraging the right partners can provide enormous impact to your business’ growth and success. In her general session at @ThingsExpo, Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, discussed how this exciting emergence of layers of...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Among the proven benefits, DevOps is corr...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
SYS-CON Events announced today that kintone has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. kintone promotes cloud-based workgroup productivity, transparency and profitability with a seamless collaboration space, build your own business application (BYOA) platform, and workflow automation system.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fillin...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
SYS-CON Events announced today that Secure Infrastructure & Services will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Secure Infrastructure & Services (SIAS) is a managed services provider of cloud computing solutions for the IBM Power Systems market. The company helps mid-market firms built on IBM hardware platforms to deploy new levels of reliable and cost-effective computing and high availability solutions, leveraging the cloud and the benefits of Infrastructure-as-a-Service (IaaS...
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
SYS-CON Events announced today that Intelligent Systems Services will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Established in 1994, Intelligent Systems Services Inc. is located near Washington, DC, with representatives and partners nationwide. ISS’s well-established track record is based on the continuous pursuit of excellence in designing, implementing and supporting nationwide clients’ mission-critical systems. ISS has completed many successful projects in Healthcare, Commercial, Manu...
"We have a tagline - "Power in the API Economy." What that means is everything that is built in applications and connected applications is done through APIs," explained Roberto Medrano, Executive Vice President at Akana, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that SoftLayer, an IBM company, has been named “Gold Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place November 3–5, 2015 at the Santa Clara Convention Center in Santa Clara, CA. SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer’s modular architecture, full-featured API, and sophisticated automation pro...
The basic integration architecture, as defined by ESBs, hasn’t changed for more than a decade. Most cloud integration providers still rely on an ESB architecture and their proprietary connectors. As a result, enterprise integration projects suffer from constraints of availability and reliability of these connectors that are not re-usable across other integration vendors. However, the rapid adoption of APIs and almost ubiquitous availability of APIs amongst most SaaS and Cloud applications are rapidly redefining traditional integration approaches and their reliance on proprietary connectors. ...