Online satisfaction reaches new heights

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Consumer satisfaction with online shopping experiences is currently reaching some of the highest levels since tracking began in 2008, according to the eCustomerServiceIndex white paper report from eDigitalResearch and IMRG.

The eCustomerServiceIndex survey has been tracking consumer satisfaction of online customer journeys across a range of retailing sectors (including fashion, food and drink and travel) since November 2008. This latest report shows that user satisfaction reached an all-time high between July 2012 and January 2013 of 83.4%, rising from its lowest score of 76.7% in July 2009.

Derek Eccleston, Commerical Director at eDigitalResearch, comments, “Since we started running the eCustomerServiceIndex in 2008, we’ve witnessed a big change in customer behaviour. With the explosion of smartphones and mCommerce around four years ago, followed by the introduction of tablet devices a couple of years later, consumers are now online more than ever. As retailers and brands continue to invest both time and effort into a number of online platforms, it’s no surprise that overall satisfaction with online experiences is on the rise”.

A breakdown of the results shows that, unsurprisingly, product range is the highest rated area of the online customer experience. Unlike shop floors, which are restricted to a certain amount of physical space, there are absolutely no limits to the number of products that online retailers can offer their customers. Both security and customer service contact are the worst performing areas of the customer journey.

However, despite the steady rise in overall satisfaction over the years, it is clear from the results that there is still more that can be done to ensure that all online customer experiences are a great one. Almost a quarter (23%) of respondents said that they wanted a better delivery experience, whilst another 17% felt that a quicker response to their queries would help during their purchase journeys. In fact, 40% of respondents think that some sort of improvements to their customer service contact, whether a live chat facility or freephone contact number, would go some way in bettering their online customer experience.

Andy Mulcahy, Head of Communications at IMRG, “The reasons behind this rise in satisfaction are twofold; retailers have invested a lot of money in enhancing the online experience by really focusing on their customers, while supporting technology elements such as rich media and social tools have greatly enhanced the idea of a site providing ‘virtual assistance’. Having said that, customers are getting evermore demanding and every year brings new devices and channels that need to be catered for within the marketing strategy. With the modern customer, there is never any time for complacency”.

To download your copy of the eCustomerService ‘Keeping your customers satisfied’ white paper report, please complete the following short registration survey:

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Lisa Bonczyk
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