Customer service experience not living up to shoppers’ expectations
In their 2015 Retail Holiday Customer Experience Study, Eptica found that, despite significant investment by retailers in customer service channels, more than a third (35%) of the 1,007 U.S. consumers surveyed on 30 November 2015 remain unhappy with their online experience, rising to 40% for the in-store experience.
Furthermore, despite mobile shopping becoming more popular, almost half (49%) said they were dissatisfied with their experience buying from retailers on their smartphone when in-store.
“What is shocking is that whatever channel they choose, and whenever they shop, so many consumers are unsatisfied with the service they receive,” said Olivier Njamfa, CEO and co-founder of Eptica. “At such a vital time of year, retailers need to fix this if they are to win and retain customers and guarantee strong revenues over the Holiday period.”
The majority of consumers made purchases online (63%), found the study, and 56% in-store. However, mobile devices were increasingly being used with 23% making a purchase in-store on mobile from the retailer of the store they were in. Further highlighting the threat of showrooming, 20% made a purchase from a rival store on their mobile while in-store.
Despite recent suggestions that U.S. consumers were reluctant to spend Thanksgiving Day shopping, instead keeping that day for family activities, Eptica’s research found that 18% of consumers bought items in-store and 15% bought online on that day.