Tealeaf: Consumers tell socnets, not retailers, about transaction woes

More and more consumers are turning to the Internet to carry out their shopping, but a new survey from Tealeaf Technology Inc., a company that analyses consumer behavior online, found that e-commerce sites aren't providing a problem-free experience. Worse still, consumers are sharing their dissatisfaction on social media.

by Helen Leggatt

According to Tealeaf's survey over half (53%) of the British online adult population say that they are now conducting more transactions online than they did in the past due to the current economic climate. The main reason for doing so, quoted by almost three-quarters of the respondents, was the ability to compare products and prices.

However, online retailers aren't ironing out website glitches and a large number (77%) of online shoppers claimed to have experienced problems with transactions. But, instead of alerting the retailer concerned, consumers are instead turning to social networks to share their woes - more so than last year.

According to the survey:

- 26% of online adults who experience problems conducting online transactions then posted complaints on a company's website in 2009, vs. 32% in 2008.

- 38% of all online adults contacted a company's call center after encountering problems using the website in 2009, vs. 47% in 2008.

- 12% of online adults who encountered issues said they shared those experiences via blogs or social networks, twice as many as in 2008.

"Over the past few years, companies have increasingly focused on the online customer experience as the impact of that experience on their business results has become apparent," said Rebecca Ward, CEO of Tealeaf. "The focus on the online customer experience accelerated in 2009 as the economy drove more transactions online and the web became an increasingly critical channel for organizations."

Tags: consumer complaints, customer service, e-commerce, online shopping, online transactions, social media