UK brands are failing to improve the customer service they offer, answering under half (48%) of questions asked via the email, Twitter and web channels, according to a new study. Twitter is coming of age as a customer service channel with more questions answered accurately through social media than email for the first time, although companies failed to successfully respond to 59% of tweets and 61% of emails.
The 2015 Eptica Multichannel Customer Experience Study, released today, evaluated 100 leading UK companies on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to email, Twitter and chat, repeating research carried out since 2011. The research, from multichannel customer interaction management software provider Eptica, aims to mimic the behaviour of ordinary consumers across digital channels.
% questions successfully answered
| || |
| || |
Average across 3 channels
Sponsor message - content continues below this message
the 2024 '19th annual' Global Top Ranking Performer Awards NOW OPEN
Enter your Center, Strategy, Technology Innovation, Teams and Individuals into the ONLY TRULY GLOBAL awards program - regarded by many as being like the Olympics for the Contact Center World! Join the best from over 80 nations and compete for the most prestigious awards out there!
Content continues ….
Twitter remained the fastest channel for customer service, with average response times dropping from 8 hours 37 minutes to 5 hours 27 minutes. Replies were received in just two minutes from two food and drink retailers. Unfortunately faster replies came at a price, with 11% of emails and tweets simply not answering the question, requiring consumers to send follow up communications or to switch to more expensive channels such as the telephone.
For consumers looking to find out basic information, the web remains the best channel, with an average of 64% of questions answered online, a marginal improvement of 1% from 2014. At the same time a gulf is developing between best and worst - 37 companies scored above 80% online, yet 8 could only answer 30% or fewer questions.
"Customers have never been more demanding, and many brands are responding by investing heavily in the customer experience," said Julian Sammells, Sales Director UK & Ireland, Eptica. "At Eptica we’ve been researching the state of the UK customer experience annually since 2011, and this year we saw little overall improvement from 2014, with 52% of questions going unanswered and the performance of many brands worsening either overall or on specific channels. The chasm between the leaders and laggards is growing. This should act as a wakeup call to underperforming brands - they need to improve the customer experience if they want to be successful moving forward."
On the web, banking was the most improved sector, answering an average of 91% of questions, moving it ahead of fashion retail (78%). Much of banking’s gains came from the use of web self-service systems which 90% had deployed. In contrast, just 4 insurers had web self-service, and the sector fell to the bottom of the rankings, answering an average of 40% of questions online. Five out of ten sectors performed worse year-on-year, with just 36 companies improving online. There was a wide range of scores within sectors - one utility answered 100% of questions, another managed only a single, accurate response.
Consistency was also lacking, with companies that were strong on particular sectors weak on others. For example, banking was the top sector for web customer service, but languished joint bottom for email, with a single accurate response. Telecoms companies answered 60% of tweets, but only 20% of emails. 44% of companies only answered on Twitter or email, rather than both, while 15% failed to respond on either channel.
"Companies are facing an enormous growth in the number of queries they receive from consumers, across an ever-increasing range of channels," said Olivier Njamfa, CEO and co-founder, Eptica. "Many are struggling to cope, with some essentially switching off entire channels and focusing their efforts on one or two. Rather than multichannel, we’re seeing a growth in unichannel as companies cut back. This is short-sighted - customers want to be able to use their channel of choice, not be forced into particular methods of communication. Centralising customer service and sharing information between channels is essential for brands if they want to meet consumer needs and deliver fast, accurate service that underpins business growth."
The final channel surveyed was web chat. While over a quarter (26%) of companies claimed to offer chat, just 9% had it working when tested, a marginal improvement on 2014’s 7%. This is despite the benefits that chat offers to both consumers and businesses. It continued to provide the greatest accuracy (89%) and fastest response, with an average conversation time of 7 minutes 13 seconds, although this was nearly double the average conversation time of 2014.
Additional key findings included:
Eptica Multichannel Customer Experience Study methodology
In total 100 company websites across the insurance, travel, entertainment retail, food retail, electronics retail, consumer electronics manufacturers, utilities, fashion retail, telecoms and banking sectors were evaluated in Q1 2015:
Eptica 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.
Published: Monday, March 9, 2015
eGain CallTrack™ is a dynamic call tracking and case management solution that helps companies provide quick, high-quality, and cost-efficient resolution of customer issues across traditional and emerging interaction channels. It is one of the many innovative customer interaction products in eGain Solve™ suite, the unified customer engagement and knowledge management software suite, which helps businesses transform their traditional call centers into omnichannel customer engagement hubs. eGain CallTrack will enable you to track, manage and resolve cases and maintain service level agreements (SLA), across channels.
Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.
Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!
We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!
Try it free for 45 days!
Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.
LiveAgent Help Desk
LiveAgent is a cloud-based Help Desk Software with over 195+ compatible integrations. Streamline all customer communication channels and manage them from a single shared company inbox. Enjoy social media integration, unlimited ticket history, call recordings, hybrid ticket streams, and more. Companies like BMW, Yamaha, Huawei, Orange, or Forbesfone use LiveAgent to deliver customer wow to 150M end-users worldwide.
Nuxiba's Help Desk Software is ideal for delivering top-level contact help desk services. It not only tailors to your existing technology resources but also allows you to set staff priorities that forward clients to the most knowledgeable agents.
Give personalized assistance, and analyze performance with our real-time monitoring, recording, and reports. Integrate Salesforce or VTiger CRM systems, be TCPA compliant, protect your cardholder's data during calls, and more!
Request a quote or demo today and start the journey to increase your first-contact resolution percentages in less than three months!
OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.
|7.)||Teckinfo Solutions Pvt. Ltd.|
ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.