Online shopping or ‘eCommerce’ has taken a firm hold of the retail market in recent years, and perhaps even more so since the start of the first coronavirus lockdown. In order to take advantage of this trend, eCommerce businesses should start to prioritise the delivery of consistent, high-quality customer service that spans the entire purchase journey.
That’s according to a new study conducted by Feefo, which measured the way 2,000 UK adults thought and behaved while making purchases online. In this article, I’ve explored four of the key findings, which highlight the importance of providing consumers with great online customer service.
1.At 53%, not being able to find answers to questions is the most common frustration that online shoppers have experienced in 2020.
When customers are searching for a new product or service, it’s likely that they will have many questions about the options available. In fact, 80% of customers were found to use Frequently Asked Questions (FAQs) to help them make a decision. By providing answers to all the common enquiries received, businesses can increase the chances of potential buyers completing their purchase because they have direct access to the answers 24/7.
2. If it improved their buying experience, 48% of customers would be willing to answer one or two questions that popped up on a website.
Website pop-ups have a reputation for being an unwelcome irritation for customers. However, the survey found that almost half of consumers would be willing to answer one or two pop-up questions on a website, if it would improve their overall buying experience.
3. 72% of customers have left a review for a product or service they have purchased in the last 12 months.
According to the study, almost three-quarters of customers have left a review for a product or service in the past year. With such high percentages leaving a permanent, public statement on your business, it’s clear that customer service and creating a positive customer experience should be a top priority for online brands.
4. 30% of consumers will switch to a competitor after just one bad experience.
The study has revealed that it only takes one bad experience to encourage almost a third of online buyers to switch to a competitor. This is a significant churn rate and suggests that customer service is vital to customer retention and brand loyalty.
Commenting on the findings of the survey, Richard Tank, Head of Digital for Feefo said: ‘Consumer confidence and trust is essential to developing an online business that grows, and lasts’. He added, ‘Listening, learning and developing more personalised customer experiences is key to long term success’.
It’s clear from the findings of the survey that good customer service is crucial, whether that’s speaking directly to customers or helping them find the answers they need themselves online in order to personalise their shopping experience. With almost two-thirds of respondents leaving regular reviews for the products and services that they use, customer service and the customer experience are both integral to the current and ongoing success of your business.