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BizReport : Ecommerce archives : October 09, 2014

Consumers want, and will use, live chat customer service on mobile

New research from customer engagement firm Moxie reveals that live chat as a customer service channel should not be limited to websites as more mobile users now expect the option to be available to use from their devices.

by Helen Leggatt

Earlier this year, a survey of 2,000 consumers for eDigitalResearch's Customer Service Benchmark report found that digital customer service channels such as live chat, email and social media were all ranked as the top three ways to contact a brand.

A quarter (26%) of the survey respondents had used live chat online to communicate with a brand within the last 12 months and satisfaction rates were high. Three-quarters (73%) said they were 'extremely satisfied' or 'satisfied' with the level of service live chat afforded them. Furthermore, 30% of consumers expected live chat to be an option to contact a company.

A new study of 2,700 U.K. and U.S. shoppers customer engagement firm Moxie found that almost two-thirds (62%) of shoppers now expect live chat to be available on mobile devices. More than 8 in 10 (82%) said they would use the service.

"Today, people have their mobile phones with them at all times and they are primarily using them to research information, message family and friends and engage with apps," said Nikhil Govindaraj, VP of products, Moxie. "Our customers now have the ability to design the chat experience to align with their brands and execute specific campaigns that resonate with a growing base of mobile device users."


Additional findings of Moxie's study include:-

- While 72% of respondents said they were 'satisfied' or 'very satisfied' with their online shopping customer support experiences, that level of satisfaction rose to 92% when live chat via mobile device was available;

- Twice as many men than women surveyed make daily purchases online and are making more weekly purchases as well;

- Millennial men are becoming the new power shoppers, and those living in the Pacific region (California, Oregon, Washington, Hawaii and Alaska) are among the most active online shoppers in the nation;

- 60% of consumers will abandon their online shopping carts and never make purchases from an online retailer again if they experience poor customer service.

Image via Shutterstock

Tags: customer experience, customer service, ecommerce, mobile, research

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