Online retailers offer the 'highest standards of customer service'


By Daniel Hunter

A fifth of consumers (20 per cent) ranked online retailers as providing the highest standards of customer service against a list of 13 organisation types in new research into consumer satisfaction with online retailers. Additionally, 79 per cent are either satisfied or extremely satisfied with the quality of service received from online retailers.

The new study, conducted by contact centre software provider, Aspect Software, found that not a single consumer expressed dissatisfaction with the overall customer service received from online retailers.

This is despite other markets faring much worse, such as telecommunications, which saw almost 1 in 10 consumers dissatisfied with the service provided. On top of this, only 2 per cent can recall a particularly bad customer experience from an online retailer over the past 12 months.

Aspect’s Consumer satisfaction benchmarking report 2013 reveals that although online retailers are leading the pack in terms of service provided to consumers, only 7 per cent can recall a particularly good experience from an online retailer over the past 12 months. Further, 36 per cent of official complaints to online retailers go unresolved in the eyes of the customer, with only 9 per cent of complaints considered resolved during the first interaction with the business in question.

“The modern British consumer is demanding more and more from the customer service they receive," Mark King, Senior VP, Europe and Africa, Aspect explained.

"With the competition just one click away, online retailers are having to engage with us shopaholics through a variety of channels, and it’s clear to see that in terms of giving consumers want, online retailers are setting the standards for other organisations. But nobody’s perfect, as it’s clear that they still have a little way to go in achieving an optimal service.

“Considering that 3 in 10 consumers would stop using a retailer as... continued on page two >


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