Industry Research : Facebook and Email Beat Twitter for Retail Sector Customer Service
Facebook is the most accurate digital channel for retail customer service, ahead of email and then Twitter, according to new Eptica research. UK retailers could successfully answer 59% of questions asked on Facebook, 55% on email and 45% on Twitter, although only 10% provided consistent responses across these three channels.
This is in stark contrast to the US, where email beat social media as the best channel for customers looking for answers to retail customer service questions, according to a previous study by Eptica. In the United States retailers successfully responded to 73% of queries asked via email, 54% on Facebook, but just 20% on Twitter.
As part of the Eptica Multichannel Customer Experience Study, 40 UK retailers, split between 4 sectors (food & wine, consumer electronics, entertainment and fashion) were evaluated 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, Facebook and chat. Repeating research carried out since 2011 the study, from multichannel customer interaction management software provider Eptica, aims to mimic the behaviour of ordinary consumers across digital channels.
Overall, the UK research found minor changes in performance since 2015, with the total number of questions answered on the web, email and Twitter remaining static at 55%. Company websites provided responses to 66% of questions, up 1% from last year, while the email channel has become less accurate over the last year, successfully answering 55% of questions (down from 58%). Twitter improved by 2%, responding to 45% of queries, despite the fact that 95% of retailers now have a presence on the channel.
Today's Tip of the Day - 5 Ways To Demotivate Staff
More Editorial From Eptica
Published: Tuesday, March 1, 2016
Genesys® powers 25 billion of the world’s best customer experiences each year. Our success comes from connecting employee and customer conversations on any channel, every day. Over 10,000 companies in...
eGain customer engagement solutions power digital transformation for leading brands. Our top-rated cloud applications for social, mobile, web, and contact centers help clients deliver connected custom...
Everest Group is an advisor to business leaders on the next generation of global services with a worldwide reputation for helping Global 1000 firms dramatically improve their performance by optimizing...
Jacada is a provider of contact centre productivity solutions. The company 19s solutions help customers rapidly simplify and improve high-value business processes without the need for long and expensi...