Online brands have just 71 seconds to answer a customer query in realtime or face losing sales, according to a study which exposes increasing impatience of the customer service experience.
The findings of the second annual Connecting with Customers Report, commissioned by LivePerson, also reveal that 67% of consumers shopping online have emailed retailers for support and not received a response and, in 64% of cases, issues remain unresolved after the first interaction with a brand.
Some 60% of consumers have also reported that conversations to solve individual issues are often dealt with by numerous representatives. Other key finding include:
· Consumer frustrations: 66% of consumers find websites difficult to navigate, with 41% struggling to seek help or locate customer service. The results of a poor online experience can be substantial according to the research, with almost half (47%) of consumers feeling a loss of trust; and 38% not feeling valued as a customer.
· No substitute for human touch: More than 80% of consumers want to engage in live chat sessions when they need help online, and 89% said that real-time chat with a live agent makes their experience better when they need help online. Approximately one in five (19%) say they’d abandon a purchase if it wasn’t possible to communicate with a company representative via live chat if they had question or problem.
· Speed is non-negotiable: 78% of consumers cite immediacy as crucial when communicating with a brand when they have a question or need assistance. In addition, 65% of respondents indicated they would return as a customer in the future if a company saved them time.
· High impact moments: The most critical moment in the customer journey where assistance is needed is when a consumer has a specific question about a product or service they want to buy (42%). At the pre-purchase stage, a third (33%) of respondents said that they need assistance most when having trouble logging into an account. The actual moment of purchase is another high impact moment with 44% of respondents saying that they need help or support at this stage.
LivePerson international marketing director Tony Heyworth said: “Despite living in a digital world, where information or purchases are just a click away, it remains clear that there is no substitute for the human touch and, most importantly, that help is offered quickly. Providing customer service options that facilitates live, digital engagement between brands and consumers is not only effective in driving revenue, but it also increases brand value and loyalty encouraging customers to return to purchase in the future.”
71 seconds is the difference between a satisfied online customer and a lost one http://t.co/CmGeQ3vL96 #directmarketing #digitalmarketing
Online firms ‘have 71 secs to reply’ http://t.co/B1Es5xJR52 #social #crm #data