Live Chat is Most Important Customer Service Feature, Survey Finds
With online shopping becoming more and more popular these days — check out these retail websites breaking traffic records — it's critical for retailers to offer the best customer service possible.
Limelight Networks surveyed more than 1,600 shoppers recently to find out what they feel the most important customer service features are. The survey provided an in-depth look into what types of customers demand the most online customer service, what customer service features drive brand loyalty and what makes customers more likely to use online self-help rather than calling customer service.
Who Demands the Most Online Customer Service?
The study found consumers who shop online for travel services, clothing, accessories and electronics, and who spend, on average, $301 or more, demand the most customer service. Also, 53 percent of respondents who said they frequently shop online (more than once a month) find online customer service extremely or very important vs. 45 percent of respondents who shop online just once a month who said the same.
What Customer Service Features Keep Customers Coming Back?
Seventy-nine percent of respondents said they'll return to shop a website again if the site offers the ability to track shipment of an ordered item. Forty-five percent will return if live chat help is available, while 39 percent will return if video demonstrations on the assembly required for a purchased product is a feature.
What Drives Customers to Use Online Self-Help?
Fifty-two percent of respondents said the availability of 24/7 live chat is the most important feature when determining whether to use of self-help or calling a customer service number. Another 13 percent of respondents want the ability and/or a forum to chat live or discuss product topics with other users. Some more findings from the survey include the following:
- 43 percent want personalized, secure logins that remember user preferences;
- 35 percent want to be able to search databases for videos and online manuals; and
- 31 percent prefer to use instructional step-by-step videos for assembly and installation directions.
This research shows that consumers are becoming more appreciative of advanced methods of customer service. Channels that allow more open communication, such as live chat, not only help and please consumers, but can also reduce product returns and overall customer service costs.