Welcome!

Cloud Expo Authors: Liz McMillan, Elizabeth White, Carmen Gonzalez, Pat Romanski, JP Morgenthal

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.

@CloudExpo Stories
SYS-CON Events announced today that SOA Software, an API management leader, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. SOA Software is a leading provider of API Management and SOA Governance products that equip business to deliver APIs and SOA together to drive their company to meet its business strategy quickly and effectively. SOA Software’s technology helps businesses to accel...
SYS-CON Events announced today that Utimaco will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Utimaco is a leading manufacturer of hardware based security solutions that provide the root of trust to keep cryptographic keys safe, secure critical digital infrastructures and protect high value data assets. Only Utimaco delivers a general-purpose hardware security module (HSM) as a customiz...
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic • Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff hap...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
SYS-CON Events announced today that ElasticBox is holding a Hackathon at DevOps Summit, November 6 from 12 pm -4 pm at the Santa Clara Convention Center in Santa Clara, CA. You can enter as an individual or team of up to 10 developers. A New Star Is Born Every Month! All completed ElasticBoxes will then be sent to a judging panel - 12 winners will be featured on the ElasticBox website in 2015. All entrants will receive five full enterprise licenses for one year + ElasticBox headphones + Elasti...
Once the decision has been made to move part or all of a workload to the cloud, a methodology for selecting that workload needs to be established. How do you move to the cloud? What does the discovery, assessment and planning look like? What workloads make sense? Which cloud model makes sense for each workload? What are the considerations for how to select the right cloud model? And how does that fit in with the overall IT tranformation? In his session at 15th Cloud Expo, John Hatem, head of V...
Cloud services are the newest tool in the arsenal of IT products in the market today. These cloud services integrate process and tools. In order to use these products effectively, organizations must have a good understanding of themselves and their business requirements. In his session at 15th Cloud Expo, Brian Lewis, Principal Architect at Verizon Cloud, will outline key areas of organizational focus, and how to formalize an actionable plan when migrating applications and internal services to...
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, will discuss how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP ...
Ixia develops amazing products so its customers can connect the world. Ixia helps its customers provide an always-on user experience through fast, secure delivery of dynamic connected technologies and services. Through actionable insights that accelerate and secure application and service delivery, Ixia's customers benefit from faster time to market, optimized application performance and higher-quality deployments.
SYS-CON Events announced today that Calm.io has been named “Bronze Sponsor” of DevOps Summit Silicon Valley, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Calm.io is a cloud orchestration platform for AWS, vCenter, OpenStack, or bare metal, that runs your CL tools puppet, Chef, shell, git, Jenkins, nagios, and will soon support New Relic and Docker. It can run hosted, or on premise and provides VM automation / expiry, self-service portals,...
In her General Session at 15th Cloud Expo, Anne Plese, Senior Consultant, Cloud Product Marketing, at Verizon Enterprise, will focus on finding the right mix of renting vs. buying Oracle capacity to scale to meet business demands, and offer validated Oracle database TCO models for Oracle development and testing environments. Anne Plese is a marketing and technology enthusiast/realist with over 19+ years in high tech. At Verizon Enterprise, she focuses on driving growth for the Verizon Cloud pla...
SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue bu...
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce t...
As Platform as a Service (PaaS) matures as a category, developers should have the ability to use the programming language of their choice to build applications and have access to a wide array of services. Bluemix is IBM's open cloud development platform that enables users to easily build cloud-based, creative mobile and web applications without having to spend large amounts of time and resources on configuring infrastructure and multiple software licenses. In this track, you will learn about the...
Blue Box has closed a $10 million Series B financing. The round was led by a strategic investor and included participation from prior investors including Voyager Capital and Founders Collective, as well as the Blue Box executive team. This round follows a $4.3 million Series A closed in December of 2012 and led by Voyager Capital. In May of this year, the company announced general availability of its private cloud as a service offering, Blue Box Cloud. Since that release, the company has dem...
SYS-CON Events announced today that Verizon has been named "Gold Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Verizon Enterprise Solutions creates global connections that generate growth, drive business innovation and move society forward. With industry-specific solutions and a full range of global wholesale offerings provided over the company's secure mobility, cloud, strategic network...
SimpleECM is the only platform to offer a powerful combination of enterprise content management (ECM) services, capture solutions, and third-party business services providing simplified integrations and workflow development for solution providers. SimpleECM is opening the market to businesses of all sizes by reinventing the delivery of ECM services. Our APIs make the development of ECM services simple with the use of familiar technologies for a frictionless integration directly into web applicat...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic...
Cloudwick, the leading big data DevOps service and solution provider to the Fortune 1000, announced Big Loop, its multi-vendor operations platform. Cloudwick Big Loop creates greater collaboration between Fortune 1000 IT staff, developers and their database management systems as well as big data vendors. This allows customers to comprehensively manage and oversee their entire infrastructure, which leads to more successful production cluster operations, and scale-out. Cloudwick Big Loop supports ...
To manage complex web services with lots of calls to the cloud, many businesses have invested in Application Performance Management (APM) and Network Performance Management (NPM) tools. Together APM and NPM tools are essential aids in improving a business’s infrastructure required to support an effective web experience… but they are missing a critical component – Internet visibility. Internet connectivity has always played a role in customer access to web presence, but in the past few years use...