Retailers just aren't answering back
Twitter and Facebook have been ranked as being the the worst channels for retail customer service, with performance worsening since 2017, both damaging consumer trust and hitting retail sales.
The 2019 Eptica Digital Trust Study evaluated the customer service provided by leading UK fashion and food retailers, and questioned consumers on their attitude to retail customer experience. It found that:
Showing the impact of poor service, 59% of consumers ranked giving satisfactory, consistent answers as a top three factor in creating trustworthiness - and 89% of consumers surveyed said they either will stop buying from brands that they don't trust or will spend less.
A total of 20 fashion and food & drink retailers were evaluated on their digital customer experience, by testing their accuracy and speed at answering relevant, routine queries. Questions included asking about ethical sourcing policies (fashion) and allergy labelling (food and drink). 1,000 consumers were also asked for their views on their customer experiences.
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