Customers still being let down online

National Customer Service Week may be upon us but research shows that the majority of organisations are failing their customers in their online service offerings

In the run up to the Institute of Customer Service organised National Customer Service Week next week (October 4-10) research shows that nearly half of businesses are still not meeting consumer expectations when resolving issues or finding information online.  As a result, 43 percent of consumers reduce business with a company and more than a third (36 percent) stop doing business with a company completely.

A consistent customer experience across multiple interaction channels is necessary to provide a positive customer experience, and given the choice, the research shows that UK consumers prefer to self-serve on a company website, with more than a third (34 percent) stating that they like to look online for information about their purchases or account. Consumer desire to have information at their fingertips is ahead of emailing a company (26 percent) and calling a customer service agent (25 percent).

Despite the increasing numbers of consumers using company websites to find information, interact with the company and other customers, make purchases or, in some cases, pay bills, companies are still missing the opportunity to listen to their consumers via their sites. In fact, the study conducted by Loudhouse for RightNow technologies found that almost half (49 percent) of respondents felt they were not listened to when they provided feedback online.

“If organisations want to succeed, they need to provide consumers with a consistent service experience across all channels of communication. Companies need to remember that online is an important channel not only for providing knowledge to consumers but also gathering feedback and listening to customer needs, ensuring a competitive advantage and encouraging loyalty. Let’s all join together and make sure that prior to National Customer Service Week next year we can be proud of the experience we are providing to our customers via all service channels.” said Joe Brown general manager EMEA for RightNow technologies.

“National Customer Service Week raises awareness of customer service and the vital role it plays within organisations. Consumer expectations are changing quickly and more radically due to technology, in particular social media. Companies and organisations need to rise to meet these challenges, for as the research clearly shows, these expectations are ignored at companies’ peril.”  Says Jo Causon, chief executive Institute of Customer Service.