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
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
"We are the public cloud providers. We are currently providing 50% of the resources they need for doing e-commerce business in China and we are hosting about 60% of mobile gaming in China," explained Yi Zheng, CPO and VP of Engineering at CDS Global Cloud, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
Between 2005 and 2020, data volumes will grow by a factor of 300 – enough data to stack CDs from the earth to the moon 162 times. This has come to be known as the ‘big data’ phenomenon. Unfortunately, traditional approaches to handling, storing and analyzing data aren’t adequate at this scale: they’re too costly, slow and physically cumbersome to keep up. Fortunately, in response a new breed of technology has emerged that is cheaper, faster and more scalable. Yet, in meeting these new needs they...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
"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.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at Cloud Expo, Robert Cohen, an economist and senior fellow at the Economic Strategy Institute, provideed economic scenarios that describe how the rapid adoption of software-defined everything including cloud services, SDDC and open networking will change GDP, industry growth, productivity and jobs. This session also included a drill down for several industries such as finance, social media, cloud service providers and pharmaceuticals.
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.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, discussed the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...