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Customers unhappy with most brands' service levels

2nd Dec 2013
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New research has revealed that customers are largely unsatisfied with the level of service they receive from brands.

LivePerson surveyed over 6,000 online shoppers from the UK, USA, Australia, Japan, France, Germany and Italy and found that 67% have emailed retailers for support and not received a response and, and in 64% of cases, issues remain unresolved after the first interaction with a brand.

A further 60% of consumers also reported that conversations to solve individual issues are often dealt with by numerous representatives, the figures showed.

Additionally, the window to win or lose brand loyalty is a mere 71 seconds with consumers expecting access to real-time help within this timeframe. The report showed that immediacy was crucial for 78% of those surveyed.

The biggest consumer frustration was shown to be difficult websites to navigate (66%) with consumers likely to feel a loss of trust (47%) or feel unvalued as a customer (38%) as a result.

The report also showed a preference for live chat with more than 80% of consumers saying that they want to engage in live chat sessions when they need help online, whilst 89% claiming that real-time chat with a live agent makes their experience better, the figures showed.

According to the survey, the most critical moment in the customer journey where assistance is needed is when a consumer has a specific question about a product or service they want to buy (42%). At the pre-purchase stage, a third (33%) of respondents said that they need assistance most when having trouble logging into an account whilst the actual moment of purchase was shown to be another high impact moment with 44% of respondents saying that they need help or support at this stage.

Tony Heyworth, international marketing director of LivePerson, said: “Despite living in a digital world, where information or purchases are just a click away, it remains clear that there is no substitute for the human touch and, most importantly, that help is offered quickly.

“Providing customer service options that facilitates live, digital engagement between brands and consumers is not only effective in driving revenue, but it also increases brand value and loyalty encouraging customers to return to purchase in the future.”

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