Welcome!

Blog Feed Post

Twitter least effective customer service channel for UK brands, according to new study

Eptica research of top 100 companies finds customer experience 'average' across web, email and Twitter

Reading, 25 March 2014: Many UK companies are still struggling to deliver adequate customer service through the web, email, social media and web chat channels, with Twitter performance particularly patchy according to a new study. Only 39% of companies were able to answer customer service questions asked through Twitter - despite 76% of organisations now being contactable through this channel.

The Eptica Multichannel Customer Experience Study, released today, evaluated 100 leading UK companies on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to email, Twitter and web chat, repeating research carried out over the past two years.

The study reveals that consumers were more likely to get an accurate answer via email than Twitter, with 41% of companies successfully responding to email. However, more and more organisations have removed the opportunity for non-customers to email them. Nearly a third (29%) of companies were uncontactable by email, compared to just 13% in 2011.

On average it took 61 hours and 39 minutes (nearly three whole days) to get a response via email, a minor improvement of 3 hours from last year. Eight out of ten sectors answered email slower than in 2012. In contrast the average response time for Twitter was 8 hours and 37 minutes, although one company replied in just 4 minutes.

"The web, email and social media are fast becoming the channels of choice for consumers, yet the biggest brands in the country are struggling to cope," said Olivier Njamfa, CEO, Eptica. "In particular, when it comes to Twitter companies are playing a dangerous game by establishing a presence and then failing to engage with customers. This could well backfire, leading to negative feedback spreading through the social network and damaging their overall brand. Companies need to focus resources to deliver a consistent, high level and above all, fast, customer experience across every channel if they are to win and retain consumer loyalty and appeal to today's demanding customers."

The in-depth study, carried out by multichannel customer interaction management software provider Eptica, found that the most accurate mainstream channel was the web. Companies were able to answer an average of 63% of questions asked on their websites (up from 53% last year). Much of this improvement was down to increased use of web self-service software which lets visitors find their own answers to their queries, with over half (53%) of companies now deploying these solutions.

For the third year running fashion retailers led the way, successfully answering 79% of questions via their web sites. However, 36% of the top 100 companies scored worse than in 2012, with entertainment and electronics retailers bringing up the rear, answering just 52% of questions asked via the web. Gaps are opening between best and worst - nearly a third of companies (32%) failed to answer more than half of the 10 basic questions they were asked online, yet 22% scored eight or more. There are major differences in performance, even in the same sector. For example, one entertainment retailer scored 100%, yet two competitors just 20%.

For the first time, the research looked at consistency across multiple channels, and uncovered a piecemeal approach to service. Just 12% of companies gave a consistent response to the same question asked through email, Twitter and (where available) web chat. Several directly contradicted themselves on different channels, with one company giving three diametrically opposed answers on email, Twitter and web chat.

Many companies that were strong on one channel were weak on others - for example electronics manufacturers answered an average of 70% of questions asked on the web, but just 30% of emails or tweets. In contrast telecoms companies responded successfully to 60% of tweets, but just 10% of emails.

There is also a shrinking choice of channels available to non-customers looking to contact organisations. Just over half of companies (55%) offered two channels (normally email and Twitter) alongside their websites, but 5% provided no way of contacting them through digital channels, forcing potential customers to pick up the phone to find out information.

"Our research shows that, for most companies, the idea of multichannel customer engagement is a distant dream," said Olivier Njamfa, CEO, Eptica. "Many appear to have focused resources on particular channels, ignoring others. This not only risks alienating customers but actually pushes up costs, as they run silo-based, inconsistent, channel by channel activity that is more expensive than a single, multichannel operation."

Web chat was the final channel surveyed and provided the greatest accuracy (93.5%) and fastest response, with an average conversation time of just 4 minutes and 29 seconds. However, just 7% of companies offered reactive chat, despite industry studies showing that it increases efficiency, helps sales and is well-accepted by consumers.

Sector2013 % answered online (position)2012 % answered online (position)
Fashion Retail79% (1st)75% (1st)
Consumer Electronics manufacturers70% (2nd)55% (6th)
Travel68% (3rd)63% (2nd)
Utilities66% (4th)60% (3rd)
Banking64% (5th)41% (8th)
Telecoms63% (6th)56% (5th)
Insurance57% (7th=)48% (7th)
Food retail57% (7th=)40% (9th)
Electronics Retail52% (9th=)58% (4th)
Entertainment52% (9th=)40% (9th)

Eptica Multichannel Customer Experience Study methodology
In total 100 company websites across the insurance, travel, entertainment retail, food retail, electronics retail, consumer electronics manufacturers, utilities, fashion retail, telecoms and banking sectors were evaluated in three areas in Q3 2013:

  1. For their ability to answer ten basic, sector-specific questions via their website, such as "What is your returns policy if I change my mind after purchase?" (retailers) and "How do I cancel my contract?" (telecoms suppliers)
  2. On the speed and accuracy of their response via the email, Twitter and web chat channels
  3. On the consistency of responses across email, Twitter and web chat

The full Eptica Multichannel Customer Experience Study, which includes a detailed sector by sector breakdown of performance and full analysis, can be downloaded from http://www.eptica.com/Multichannel-study-2014-Press.html

An infographic illustrating the results is available at http://www.eptica.com/IMG/jpg/The_Eptica_Multichannel_Customer_Service_Study_Infographic.jpg.

-ends-

About Eptica
Eptica is the European leader in multichannel and multilingual customer interaction management software, covering the email, web, social media, web chat and agent channels. Available on premise or as a Software as a Service (SaaS) solution, Eptica's suite enables organisations to improve engagement with customers, increase efficiency and drive sales by delivering fast, consistent and personalised responses to their queries, through their channel of choice.

The Eptica customer engagement platform is designed around a central knowledgebase, powerful workflow and Eptica Linguistic Services™, advanced linguistic capabilities that enable organisations to quickly understand the tone, sentiment and context of digital interactions and automatically deliver personalised service.

Today, more than 400 organisations across all industries and in 15 countries rely on the power of Eptica's platform. They include Axa, Dixons, Domestic & General, AirAsia, Hastings Direct, L'Occitane, TUI, Debenhams, Capita and Ageas Insurance Solutions. Eptica's continuing innovation and strong performance has resulted in the company's inclusion in Gartner's 2012, 2011 and 2010 Magic Quadrants for Web Customer Service.

For more information visit www.eptica.com, connect with us on LinkedIn, follow us on Twitter, Facebook or read our blog.

For further information, please contact:
Measures Consulting
Chris Measures +44 (0) 7976 535147 / [email protected]
Uday Radia +44 (0) 7940 584161 / [email protected]

Source: RealWire

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

Latest Stories
Cloud resources, although available in abundance, are inherently volatile. For transactional computing, like ERP and most enterprise software, this is a challenge as transactional integrity and data fidelity is paramount – making it a challenge to create cloud native applications while relying on RDBMS. In his session at 21st Cloud Expo, Claus Jepsen, Chief Architect and Head of Innovation Labs at Unit4, will explore that in order to create distributed and scalable solutions ensuring high availa...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Most companies are adopting or evaluating container technology - Docker in particular - to speed up application deployment, drive down cost, ease management and make application delivery more flexible overall. As with most new architectures, this dream takes a lot of work to become a reality. Even when you do get your application componentized enough and packaged properly, there are still challenges for DevOps teams to making the shift to continuous delivery and achieving that reduction in cost ...
Enterprise architects are increasingly adopting multi-cloud strategies as they seek to utilize existing data center assets, leverage the advantages of cloud computing and avoid cloud vendor lock-in. This requires a globally aware traffic management strategy that can monitor infrastructure health across data centers and end-user experience globally, while responding to control changes and system specification at the speed of today’s DevOps teams. In his session at 20th Cloud Expo, Josh Gray, Chie...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. Jack Norris reviews best practices to show how companies develop, deploy, and dynamically update these applications and how this data-first...
Intelligent Automation is now one of the key business imperatives for CIOs and CISOs impacting all areas of business today. In his session at 21st Cloud Expo, Brian Boeggeman, VP Alliances & Partnerships at Ayehu, will talk about how business value is created and delivered through intelligent automation to today’s enterprises. The open ecosystem platform approach toward Intelligent Automation that Ayehu delivers to the market is core to enabling the creation of the self-driving enterprise.
"At the keynote this morning we spoke about the value proposition of Nutanix, of having a DevOps culture and a mindset, and the business outcomes of achieving agility and scale, which everybody here is trying to accomplish," noted Mark Lavi, DevOps Solution Architect at Nutanix, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We're here to tell the world about our cloud-scale infrastructure that we have at Juniper combined with the world-class security that we put into the cloud," explained Lisa Guess, VP of Systems Engineering at Juniper Networks, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., discussed how these tools can be leveraged to develop a lasting competitive advantage ...
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, will provide a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to ...