The speed at which you respond to customer queries plays a big factor in the success of your business.
No matter how amazing your products are, if you don’t have the time and the right information to resolve the issues your customers face, you’re unlikely to succeed.
In this age of digital commerce, when landlines are not as in demand as they were two decades ago, you must be constantly where everybody is – social media sites.
Even texting falls behind Facebook Messenger in terms of number of users; nearly 75% of 18 to 29-year-olds converse through the latter.
Twitter, email, and web chat are messaging channels favoured by most people, but, unfortunately, few online retailers respond on these platforms.
A big improvement on Twitter response time
Based on the 2017 Eptica Retail Conversation Study, which surveyed 40 premier retail brands in the UK, many companies failed to answer 46% of customer queries received on email, Twitter, Facebook, and web chat.
Only 7.5% of them managed to respond across all channels, while a paltry 2.5% provided accurate information consistently.
It’s worth noting, though, the massive improvement in the way retailers have handled their customer service on Twitter over the past 12 months. Eptica said tweets were answered in an average of four hours and five minutes compared to 13 hours and 10 minutes in 2014.
On the other hand, queries that were sent to them via email took 43 hours and 52 minutes to be answered, which is longer than eight hours in 2015.
Why live chat is vital to customer service
Live chat is an important eCommerce tool as it allows a business to interact with customers and address their concerns in real time.
If used properly, it can drive loyalty and higher revenues to your store.
Although 65% of consumers surveyed by Eptica said they are more comfortable with live chat now than they were five years ago, only 15% of them turned out satisfied with the experience.
Majority of them don’t like waiting too long for a response to their query; oftentimes, let alone an irrelevant one.
However, not every online company failed in this area.
Those that are reaping the benefits of live chat did not hesitate to invest in a reliable chat system and incorporate machine learning to ensure consistent, accurate, and quick responses.
Which of these tools are you using to provide customer service and how are you faring so far?