ClickFox’s survey of 213 consumers on their preferences and experiences with customer service during this festive period found 62% plan to do the majority of their shopping online. According to the report, this can be attributed to the positive service experience reported by 78% of respondents.
Nearly a quarter of those surveyed also identified self-service options provided by online storefronts as the most influential component of customer purchasing, the figures showed.
Poor service delivered via contact centres and in-store could also explain why consumers are flocking online to purchase this Christmas. According to the findings, half of respondents reported negative experiences when using the phone for customer service during the holidays.
In terms of purchase motivation, the research rebealed that best prices and deals was the important factor to consumers (57%) followed by customer service (32%).
Marco Pacelli, CEO at ClickFox, said: “Consumers have become adept at identifying the easiest customer service resolution. The findings of our research should serve as a wake-up call for those in the retail industry: if they continue to fail to provide stellar in-store customer service, they risk losing customers to online competitors.
“As we’ve seen with analysis of more than 12 billion customer touch points annually, when retailers fail to resolve customer service inquiries at the first point of service, companies can expect increased service overhead and decreased customer loyalty as consumers are forced to utilize multiple service channels to resolve their issues.”