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Industry Research : UK Retailers Failing at Email Customer Service but Improving on Twitter

Despite significant investment in digital channels, UK retailers are still only answering just over half (55%) of routine customer questions asked via the email, Twitter and web channels. According to the 2015 Eptica Multichannel Customer Experience Study, email performance has worsened considerably in retail since 2014, both in accuracy and speed of response, while Twitter has improved dramatically over the last 12 months.

The average time taken to answer questions sent by email has increased by over 8 hours to 43 hours 52 minutes between 2014 and 2015, while the percentage of retailers successfully answering a query sent via email dropped from 63% to 58%. In contrast, tweets were answered in an average of 4 hours 5 minutes, over twice as fast as 2014’s 13 hours 10 minutes. Only 43% of tweets received a successful reply, although this was 10% higher than 2014. The web remains the strongest channel for customer service in retail, with 65% of answers to queries being found on company websites.

The Eptica Study, carried out by multichannel customer interaction management software provider Eptica, evaluated 40 leading UK retailers, split between 4 sectors (food & wine, consumer electronics, entertainment and fashion). Repeating research carried out since 2011, it replicated consumer behaviour by measuring them on their ability to provide answers to ten routine questions via the web as well as their speed and accuracy when responding to email, Twitter and web chat.

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Sector

% questions successfully answered across web, email and Twitter

Entertainment retailers

33%

Food and wine retailers

60%

Fashion retailers

60%

Consumer electronics retailers

67%

Average across all retailers

55%

As well as retailers, the Eptica Study also evaluated businesses in six other sectors (banking, utilities, telecoms, electronics manufacturers, travel companies and insurers). Retail consistently outscored the overall average of all ten sectors on the email, Twitter and web channels. Across the entire study only 39% of emails were answered successfully, compared to 58% by retailers, with accurate Twitter responses for the four retail sectors (43%) 2% higher than the overall average of 41%.

"With ecommerce sales breaking the £100 billion mark in 2014, digital channels are now central to the success of retailers, whatever sector they are in," said Julian Sammells, Sales Director UK & Ireland, Eptica. "Unfortunately the 2015 Eptica Multichannel Customer Experience Study found that there has been little improvement in how retailers are performing compared to 2014, with a major drop in email speed and wider gaps between best and worst. Retailers need to evaluate how they are performing for digital customer service and invest accordingly to ensure they are ready for the future demands of Christmas 2015."

Retailer performance on email demonstrated that too many suffer from inadequate resources or broken processes. 98% provided consumers with the ability to email them but then under three quarters (73%) answered messages sent to them. 15% provided a response that didn’t answer the question, meaning that only 58% of queries were successfully responded to. Additionally, there were big differences between individual sectors and the retailers within them – electronics retailers answered 80% of emails, while entertainment retailers managed just 40%. One retailer successfully answered an emailed question in 9 minutes yet another took over 30 days.

While it saw improvements, Twitter also suffered from gaps between what was offered and actual performance. 88% of retailers were on the social network yet only 43% successfully responded to a tweet. 45% simply did not answer, suggesting that insufficient resources have been put in place to cope with the growing demands of the channel. Again, there was a wide range of response times – two food and drink retailers answered in 2 minutes, while a fashion retailer took over 35 hours to reply to a tweet. The entertainment sector responded to just 10% of tweets, while electronics retailers answered 60%.

On the web, retail saw a 5% advance in performance since last year, answering 65% of questions. While fashion retail, which has topped the overall study for the past three years, dropped behind banking, it still provided answers to 78% of questions. Entertainment again brought up the rear, scoring just 52%, exactly the same as in 2014.

The final channel surveyed was chat. While 25% of retailers claimed to offer it, just 5% of companies had this working when tested, down from 8% in 2014. All retailers with chat successfully answered the query raised with them, although the average time of the session increased from 4 minutes in 2014 to 5 minutes 30 in 2015.

"Today’s retail market is incredibly competitive, and customer service is a key way of differentiating and increasing loyalty and sales," said Olivier Njamfa, CEO and co-founder, Eptica. "Consumers want a seamless, straightforward experience, yet the Eptica study found that too many companies are making it difficult to get answers to even the most basic questions across digital channels. Retailers that fail to improve are likely to lose customers to their rivals unless they focus on improving the experience they offer."


About Julian Sammells:
With almost 25 years experience in enterprise software sales, Julian Sammells is responsible for accelerating Eptica’s growth in the UK and Ireland. Previous experience includes senior roles at linguistic/structured search vendor Wordmap and enterprise feedback management provider CDC/Respond.

About Eptica:
Company LogoEptica is a provider of e-crm software solutions enabling e-business orientated companies or companies who want to take full advantage of their web site, to create, develop and manage in real-time their relationships with their clients, suppliers or partners via the Internet.
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Today's Tip of the Day - Recruit By Phone

Read today's tip or listen to it on podcast.

Published: Tuesday, March 24, 2015

Printer Friendly Version Printer friendly version

2022 Buyers Guide Recording

 
1.) 
Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


2.) 
ASC

ASC Recording Insights and neo
ASC Recording Insights guarantees legally compliant recording and analysis of all communication channels in Microsoft Teams - including audio calls (internal and external calls), chat conversations and video meetings.

neo Recording, QM & Analytics address all enterprises with recording needs, especially contact centers. The content of communication becomes accessible and critical information and trends are revealed, providing real-time business intelligence for immediate management action.

3.) 
Geomant

Microsoft Teams Cloud Recording Service
Geomant offers a fully managed recording service for those organisations who need to address compliance or quality management while working on Teams. The Service utilises Verint’s market leading recording technology and is hosted by Geomant in Microsoft Azure. Our managed service approach is unique in that it allows organisations to benefit from advanced recording features, all while being free from any technical infrastructure or maintenance requirements that come with a traditional on-premises set up.

4.) 
Lieber & Associates

Recording System Consulting
L&A provides vendor-independent consulting services to select, contract for, test, and implement contact center recording systems. The firm's consultants specialize in contact center I.T. and have several decades of experience each with all major and many smaller makers of phone and call recording systems.

5.) 
MiaRec, Inc.

MiaRec Call Recording
MiaRec's compliant, secure, and reliable Call Recording software is the foundation of our Customer & Workforce Engagement Platform.. MiaRec Call Recording seamlessly integrates with MiaRec Agent Evaluation & Scoring, Live Monitoring, Voice Analytics, Screen Capture, and Advanced Reporting to provide a comprehensive solution you can trust.

6.) 
Numonix

IXCloud
Numonix's IXCloud is one of the first fully managed compliance recording solutions for Microsoft Teams. IXCloud securely records, stores and analyzes interactions in the cloud without physical or virtual servers. As a fully managed Azure-based, Software-as-a-Service cloud interaction recording solution, IXCloud takes interaction capture into the future. It enables instant and elastic scalability to support business growth and provides the necessary tools to enhance business performance while maintaining compliance. IXCloud redefines versatility with its OpenAPI framework that enables application development. Companies and third-party developers benefit from IXCloud native capture technology, whether it be integrating with internal systems or building a third-party application.

7.) 
Nuxiba Technologies

CenterWare
Enterprise recording management for storage, retrieval, playback, and monitoring communications throughout your contact center.

Record screen activity and calls across agent workstations, measure and monitor quality levels across all campaigns and analyze recordings to capture first-hand customer data and requirements.

Easly access all recordings and critical information to provide improved customer experience, sales, and productivity!

8.) 
OrecX

Oreka TR
Oreka TR total recorder includes all of the call recording capabilities you will need, at about half the cost of competing for call recorder solutions, including screen recording, mobile phone recording, live monitoring, on-demand recording, multi-tenancy, multi-site recording, audit trail, call exporting, retention management, auto-tagging (for speech analytics and phrase spotting) and so much more.

9.) 
PCS Software

PCS GD
Call recording solution fully integrate to all main pbx solutions.

10.) 
Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS enables organizations to adhere to all compliances with its inbuilt call recording software and also has an option for screen recording. With centralized repository of all voice logs, its easy to maintain & retrieve all voice files and have a central control in case of multiple branches set up.
 

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