Skip to main content

A Quest for Superior Multichannel Customer Service


What are the new customer service channels that are gaining traction in the marketplace? How has the concept of customer care evolved? And, what are the challenges and opportunities of "social" customer service? These are some of the key questions that eMarketer considered as part of their market study.

The increased adoption of the internet has led to major changes in customer service best practices, according to the latest eMarketer assessment. Savvy shoppers already have an array of online customer service tools at their disposal -- including live chat, social networks and smartphone apps.

Today, the stakes are high for all retailers that try to keep up with the current trends. Consumers will quickly punish retailers that do not meet their customer expectations -- but they will also reward those that do.

Findings from a Q1 2012 study by the Temkin Group showed that customers are loyal to businesses that provide good customer service. In fact,  86 percent of survey respondents who reported being very satisfied with their most recent customer service interaction with a company were likely to repurchase.

In the same study, only 9 percent said they would likely purchase again after being very dissatisfied with their customer care experience.

eMarketer believes that another benefit of superior customer service is that satisfied shoppers will sometimes become brand advocates who refer other people to the retailer.

A 2012 American Express study found that 48 percent of internet users told other people about a good customer service experience. However, the survey also found that people were likely to share their bad customer service experiences.

But shoppers have different expectations and preferences for customer care depending on where they are in the purchase journey and the types of questions they have about product or service options.

A 2012 global customer experience study sponsored by Capgemini found that social media was most important in the awareness stage -- learning about products and retailer pre-sale promotions -- while smartphones were most valuable in the delivery and after-sales care stages.

Shoppers apparently like live chat as well, because it provides immediate answers to their online questions at the point of need, whether on a product web page or at purchase checkout.

Retailers also like live chat sessions because they can help to generates sales, increases customer satisfaction and deflects some of the traffic from their more costly traditional telephone call centers.

Popular posts from this blog

Big Data Analytics Revenue to Reach $215.7 Billion

Across the globe, more leaders seek actionable insight from the customer data they've stored in huge data lakes. Worldwide spending on big data and business analytics (BDA) solutions is forecast to reach $215.7 billion in 2021 -- that's an increase of 10.1 percent over 2020, according to the latest worldwide market study by International Data Corporation (IDC). Moreover, BDA technology investment will likely gain momentum over the next five years as the global economy recovers from the COVID-19 pandemic. The compound annual growth rate (CAGR) for global BDA spending over the 2021-2025 forecast period will be 12.8 percent. Big Data Analytics Market Development "As executives seek solutions to enable better, faster decisions, we're seeing relatively healthy BDA spending across all industries. Leveraging data for insights into everything from internal business operations to the customer journey is top of mind and of strategic importance," said Jessica Goepfert, vice

Warehouse Robot Deployment Gains New Momentum

The retail and wholesale back-office infrastructure market is being transformed by technology. The warehousing industry has accelerated automation efforts due to the increased order volume and labor shortages driven by the global pandemic. In addition to technology solutions such as handheld devices with enhanced capabilities, autonomous, collaborative, and mobile robots are proving to be the fastest-growing productivity-enhancing solution in the warehouse workspace. Commercial Robotics Market Development According to the latest worldwide market study by ABI Research, global commercial robot revenue in warehouses will have a Compounded Annual Growth Rate (CAGR) of over 23 percent from 2021 to 2030 and exceed $51 billion by 2030. "Mobile robots are at the heart of the warehouse robotics market and account for most shipments and revenue. These robots, made up of Autonomous Guided Vehicles (AGVs) and Autonomous Mobile Robots (AMRs), are being used to move goods within the warehouse a

Hybrid Work: How to Enhance Employee Productivity

When you hire qualified talent for a key role and trust them to perform, you'll likely achieve the best outcome. Skilled and experienced people will deliver results, regardless of the challenges. That's a key lesson learned from the pandemic experience as most knowledge workers were asked to work from their homes. However, some resist returning to an open-plan office. It's unacceptable. Meanwhile, forward-thinking leaders decided a "return to normal" is undesirable, and in hindsight, everyone should aspire to be more accomodating than before. Therefore, location flexibility is okay. Hybrid Workforce Market Development How will people adapt to these changes? They'll apply the modern IT tools at their disposal. They'll learn new skills and thrive. Nearly 80 percent of employees are now successfully using online collaboration tools for work in 2021 -- that's up from just over half of workers in 2019, according to the latest market study by Gartner. This g