Retail Multichannel Study (2016)
Facebook and email beat Twitter for retail sector customer service
New retail study from Eptica finds growing inconsistency between different channels
As part of the Eptica Multichannel Customer Experience Study, 40 leading 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.
We invite you to download your copy of the study which includes the full findings of how the Retail sector performed, along with recommendations to improve and address the key challenges of customer experience.
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