Industry Research : Are Retailers Ready for CyberMonday?
Online retail sales for CyberMonday and all year-round could be increased, and brand impressions improved, if online shoppers had easy access to customer service assistance when they need it, concludes a national study released today by Virtual Hold Technology(R) (VHT(R)), a provider in conversation strategies that bridge the self-service gap between customers and the people who can help.
More than three-quarters of shoppers attempting to make an online purchase said they had been frustrated trying to obtain help after experiencing difficulty completing the purchase. About the same number said they had abandoned an online shopping cart due to frustration with getting the help they needed.
The Adcom Group conducted the VHT Online Shopping Customer Experience Study to investigate the online purchase experience across various devices and to reveal insights into online shopping habits and spending, customer frustration points and their consequences for brands, and the impact of improving the online purchase experience with a bridge to human help.
Quick problem resolution shows a clear correlation to the likelihood of brand, website or app referral as well as to purchase behavior. A majority of those surveyed said they would purchase more products from a website that allowed them to click or tap for customer service help. More than 75% said they would prefer a site that offered this convenience over a competitor’s site that did not, and more than half said they would become promoters of the brand.
"This research shows that online retailers can differentiate from competitors and increase sales by implementing Virtual Hold Technology’s simple Conversation Bridge(R) solution," said Eric Camulli, VHT’s vice president of marketing. "By consistently providing good experiences online and across channels, retailers can build loyalty and reputation as well as drive and protect revenue."
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Published: Monday, October 29, 2012