Article

Julien Hervouët
Julien Hervouët 5 January 2016
Categories Customer Experience

Research Reveals That UK Customer Care Is Stuck In The Dark Ages

iAdvize research finds UK consumers want community chat and they want it now.

iAdvize announces research which indicates that email support offered on websites is a big turn off for eCustomers, and that new and more fashionable customer service channels - live chat and community chat - are succeeding it as the CRM solution for building loyalty.

As online retailers nationwide hope to cash in on the expected Christmas sales surge which is predicted to hit £17.7 billion this year, online customer care is stuck in the past - where 91% of UK eCommerce companies still use a contact form or email query service to deal with customers’ questions.

One in three UK customers (32%) are dissatisfied with email response speeds and favour live chat and emerging peer-to-peer support alternatives. Users now expect and prefer real-time communication methods over traditional channels such as email. Speed and ease-of-use were named as key factors for satisfaction with live chat receiving the highest rating (87%).

The report also reveals community chat is gaining favour as a new way for brands to involve their online brand communities in providing real-time support to other users. This is an online chat solution via which experienced users of a particular brand, so-called ‘brand advocates’, can share advice about a product or service with website visitors.

Almost one third of respondents (29%) said they were inclined to make a purchase as a result of a tip from a brand advocate. Brand advocates were deemed equally as helpful as professional agents here. Whereas community chat received positive feedback across all sectors, it was most likely to be used in trend-led sectors, such as electronics (60%), travel (55%) and DIY (48%). In the last years, eCommerce has increasingly taken a larger proportion of consumer time and spend, with 1 in 4 UK residents (28%) buying online at least once a week.

Nearly three out of four (73%) of UK shoppers purchase online several times a month with people aged 25-44 leading the pack. Unsurprisingly, the rise in online shopping has created an increased demand for customer care and 29% of respondents said they had abandoned their shopping basket due to lack of support.

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

Understanding the role of social media in your business is important; however, before you get caught up in tactics first ask yourself “Is my business social?” If not, or if you aren’t sure, here are 3 reasons why...

Anna Fox
Anna Fox 31 October 2024
Read more
Building Trust Through Independent Research: A Strategic Approach for B2B Marketers

Building Trust Through Independent Research: A Strategic Approach for B2B Marketers

Discover how independent research and co-branded content help B2B marketers build trust, establish thought leadership, and enhance lead generation by providing credible, research-backed insights that resonate with...

Nick Colthorpe
Nick Colthorpe 16 October 2024
Read more