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.
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Published: Tuesday, March 1, 2016