UK shoppers disatisfied with online customer service

A new study has found that 65 percent of shoppers in the UK

have received poor customer service online, with 64 percent stating that they would not return to a business that gave poor customer service.

Commissioned by online customer helpdesk Sirportly, the YouGov survey of over 2,000 UK shoppers found that consumers are being let down online by slow, unsatisfactory or rude responses to enquiries made on the web. Consumers said that even if they liked a product or a service, they would not return to a business they felt had let them down.

With online shopping in the UK topping 50 billion pounds in 2012, the study suggests that over 20 billion pounds could be lost as a result of customer dissatisfaction.

Professor Joshua Bamfield, director of the Centre for Retail Research, said: "Although the typical online retailer commits most attention to the look and usability of the company's website, what the consumer is left with once the transaction is completed is the quality and attentiveness of customer service. Retailers need to invest as much time and money in involving customers and dealing promptly with any issues as they do in attracting them in the first place. If they fail in customer service many of those customers will never come back."

Adam Cooke, creator of Sirportly, added: "These numbers are staggering. Even if this is only half true, it is still a huge amount of money being lost by online businesses. The growth of online retail in the UK has brought with it opportunities and problems. Retailers need to treat online customers as well as they would do offline customers.

"The challenge is that often online prices reduce margins and yet customer service can be time consuming and expensive to provide. Businesses that are able to adapt and offer outstanding service online, with great products and great prices are more likely to win and retain business."