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Survey shows improved online customer satisfaction

Consumer satisfaction with online shopping experiences is currently reaching some of the highest levels since tracking began in 2008, according to the findings of a new report.

The latest E-customer Service Index from eDigitalResearch and IMRG shows that user satisfaction reached an all-time high of 83.4% between July 2012 and January 2013, rising from its lowest score of 76.7% in July 2009.

Derek Eccleston, commerical director at eDigitalResearch, explained: "Since we started running the eCustomerServiceIndex in 2008, we’ve witnessed a big change in customer behaviour. With the explosion of smartphones and mCommerce around four years ago, followed by the introduction of tablet devices a couple of years later, consumers are now online more than ever. As retailers and brands continue to invest both time and effort into a number of online platforms, it’s no surprise that overall satisfaction with online experiences is on the rise."

A breakdown of the results shows that the highest rated area of the online customer experience was product range while the worst performing areas were security and customer service contact.

While 23% of respondents said they wanted a better delivery experience, 17% wanted a quicker response to their queries during their purchase journey. In addition, 40% of respondents thought that their contact with customer service could be improved with the inclusion of features such as a live chat facility or freephone contact number.

Andy Mulcahy, head of communications at IMRG, said: "The reasons behind this rise in satisfaction are twofold; retailers have invested a lot of money in enhancing the online experience by really focusing on their customers, while supporting technology elements such as rich media and social tools have greatly enhanced the idea of a site providing ‘virtual assistance’. Having said that, customers are getting evermore demanding and every year brings new devices and channels that need to be catered for within the marketing strategy. With the modern customer, there is never any time for complacency."

Source : The Retail Bulletin

08 June 2013
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