Do you get responsive Online Support in the UK?
In these times of belt-tightening, businesses are struggling to capture the attention of their customers. For many, the way to a customer’s wallet is through lower prices and as a result, discounters and utility providers are sustaining revenues and winning in some markets. For others, it isn’t easy to compete on price – but they may be able to get the edge they need with proper customer service. It’s my view that you should improve what you do, and do it better than the rest.
There’s an interesting study into the performance of customer service from eGain Communications Corporation and although it’s retail based, it provides an international benchmarking report for online customer services. The report benchmarks and compares e-mail customer service and Web self-service offered by leading companies in the US and the UK. According to this research, US retailers performed worse than those in the UK in e-mail response quality, but these North American retailers performed better in Web self-service and the variety of online channels they provide for self-service. The overall results indicate that there is significant room for improvement in both areas... something I’m certainly taking note of in the current climate.
The key results show that 25% of companies failed to respond to customer e-mails; 65% responded to e-mails within 24 hours, but 55% of them were considered poor or below average in quality. If a job’s worth doing then surely it’s worth doing well. This is concerning, especially as purchasing trends and transactions move online. Robust online customer service needs to develop further to fully support the online consumption of services. There no point in having great online services without strong and dependable online support behind it.
Companies cannot afford to ignore their customer service initiatives, no matter what segment or sector they serve. Not every customer will be driven by price and even if they are, there is always an alternative. We aim to improve.


