Online stores ‘should focus on customer service’
Catherine Ferguson wrote: Is customer service the key factor in e-commerce?
Online retailers should focus on improving their customer services, it has been suggested.
Writing for eConsultancy, Graham Charlton explained that responding to customer queries is one area where firms can boost their performance.
Citing the e-Customer Service Index survey by eDigitalResearch and IMRG that showed the overall score had decreased to 76.9 per cent from 79.6 per cent in November 2008, Mr Charlton explained that “very few” respondents considered retailer’s responses to customer queries to be excellent.
Travel websites were found to have some of the worst scores and Mr Charlton said that this may be partly due to a “lack of decent contact options” on sites such as easyJet.
Security was also identified as being a key issue for customers that shop online, while the recession has prompted many to be more influenced by lower prices and discounts, with 81 per cent of respondents stating that they would be more likely to continually shop at an e-retailer that offers special offers and promotions.
In related news, Forrester Research recently conducted a study showed that internet retailers are placing increased focus on improving the checkout process in order to boost sales.