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Customers rank live chat as best service channel

26th Nov 2013
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Live chat may be a fairly new and lesser used channel but those customers using it are so happy with the channel that they’re retuning to it again and again.

According to DigitalResearch’s first Customer Service Benchmark, which surveyed 2,000 consumers, just 24% have used live chat to connect with brands over the past year. Yet, satisfaction with the channel is much higher than other customer service touch points, suggesting that users are likely to return to the channel again and again.

The report cited the ability for customers to chat to a brand representative in real time without the hassle of long delays and telephone automated systems as the main drivers of satisfaction, as well as the ability for consumers to remain anonymous.

eDigitalResearch also examined consumers changing expecations and found attitudes towards email to be changing most. The figures showed that less than a quarter (22%) are happy to wait more than one day (24 hours) for a response to their email whilst 12% expect a reply within the one hour mark.

Interestingly, the survey also showed that consumers much prefer to leave positive feedback about a brand on social than post complaints.

Derek Eccleston, commercial director at eDigitalResearch, said: “With marketplace’s becoming increasingly competitive, great customer service is often the only way to set your brand apart from the rest of the competition. Our benchmark found that customers expect to be able to contact brands through a number of different channels, even if they don’t necessarily use them.

“Consumers increasingly expect to be able to get in touch with a brand, when they want, how they want. Companies need to ensure they provide an adequate forum for customers to voice their ideas, concerns or opinions and proactively act when things do occasionally go wrong”.


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