Online retailers short on service

A study has revealed that UK online retailers have a long way to go to improve customer service if they are to reap the rewards of the burgeoning ecommerce market, estimated to reach £60 billion in 2012.

According to the Retail Bulletin, in a mystery shopper exercise, as many as 45% of retailers failed to reply to customer emails, with only 47% of those who did providing accurate and complete information in their response. The findings of the audit are highlighted in a report published on Thursday by customer service specialist Talisma.

Talisma contacted 62 leading UK online retailers to ask the following questions: what are your shipment charges and what credit / debit cards can I use to make a payment? The experience was assessed based on a range of customer service criteria, and each retailer awarded a score out of 100. Health and Beauty retailers provided the best customer experience, with an average score of 65.

In contrast, Clothing and Accessories retailers provided a pitiful level of service, with an average score of 45. Only 23% of emails were responded to and 31% of phone calls were unanswered. Shockingly, just 31% of retailers in this category provided accurate information via email.

"The online retail market is growing rapidly but its highly competitive nature means that customer satisfaction and loyalty will be key for retailers to generate repeat business and growth from the 25 million UK people that now shop online. Dissatisfied customers not only defect, but on average tell ten people about their bad experience," said Jon McNerney Vice President and General Manager, International Operations, Talisma.

"Today's increasingly sophisticated, internet-savvy shoppers expect speed and efficiency. Therefore, the most successful online retailers will be the ones that respond to enquiries immediately with accurate information, treat every potential customer as an individual and interact with them through the channel of their choice," added McNerney.