Welcome!

@CloudExpo Authors: Elizabeth White, Pat Romanski, Liz McMillan, Valeriia Timokhina, Dean Madison

Blog Feed Post

UK retailers improving email customer service but failing to deliver on Twitter

Eptica research finds just 33% of tweets answered successfully by retailers

Reading, 2 July 2014: UK retailers are performing poorly on social media for customer service, but are becoming more effective at answering email enquiries. This is according to the Eptica Multichannel Customer Experience Study, which found that email was the best performing channel for retail service, with 63% of questions answered, ahead of websites, which successfully provided answers to 60% of routine queries. Twitter brought up the rear, with just 33% of queries answered effectively.

The research also reveals that retailers are not providing consistent information or service across multiple channels with only 13% providing similar answers to the same question.

The study, carried out by multichannel customer interaction management software provider Eptica, evaluated 40 leading UK retailers, split between 4 sectors (food & wine, consumer electronics, entertainment and fashion). It replicated consumer behaviour by measuring them on their ability to provide answers to ten routine questions via the web as well as their speed and accuracy when responding to email, Twitter and web chat.

Eight out of ten (83%) retailers in the sample were on Twitter, although only 33% responded successfully to tweeted questions. The average Twitter response time was 13 hours 10 minutes, not helped by one retailer taking over 76 hours to answer. Removing this straggler more than halved the average to 6 hours 44 minutes.

Retail sector

Twitter Offered

Tweets Answered

Successful Tweet Answers

Entertainment

50%

10%

10%

Food and Wine

80%

60%

25%

Consumer Electronics

100%

40%

30%

Fashion

100%

70%

65%

Email saw noticeable improvements. 75% of retailers responded to a question sent to them - though less than two thirds (63%) answered it successfully. The speed of email response has improved dramatically to an average time of 35 hours and 43 minutes - over one day less than the average email response time (66 hours 52 minutes) in a similar Eptica study in 2012.

Retailers topped the overall Study when it came to answering questions on the web but were also bottom of the sectors surveyed - fashion scored an average of 79% while entertainment and electronics retailers managed only 52%.The overall retail average was 60%, up from 53% last year, but this means that 40% of questions are still not answered online. The range of responses showed a real gulf between best and worst - 10% of retailers (4 companies) scored 9 or 10, while 17.5% (7 companies) were only able to answer 3 or fewer questions.

Despite the move to multichannel, Eptica's analysis reveals retailers are failing to deliver choice. Just under three quarters (73%) offered email and Twitter alongside their websites, and only two (5%) provided web chat as well. Consistency was poor, with just 13% of retailers providing similar answers on two channels. Two fashion retailers gave conflicting answers on Twitter and email - denying the existence of an ethical sourcing policy on one channel, and providing a link to it on another.

There was also evidence of inconsistency in performance between different channels. The electronics retailer that answered an email in 7 minutes took 76 hours to reply on Twitter to the same question.

At the time of the research, just 3 of the retail companies (8%) had web chat deployed, although others advertised it on their web sites and simply did not have it working at the time or have introduced it subsequently. Those that did offer chat, principally electronics retailers, benefited from its speed and flexibility - 83% of interactions received satisfactory answers in an average time of 4 minutes.

"The retail sector has been revolutionised by the expansion of digital channels, meaning retailers have to answer more questions, across more channels, than ever before," said Olivier Njamfa, CEO and Co-founder, Eptica. "However, our study shows that, while some retailers are leading the way, many are failing to deliver fast, accurate responses and consistency across channels."

"Most retailers are already planning for Peak 2014, but before going into IT lockdown there is still a chance to review the study results and act on our recommendations around benchmarking performance, increasing engagement and driving efficiency to deliver improved revenues this Christmas."

The full findings, highlighting how the retail sector performed within the Eptica Multichannel Customer Experience Study, along with recommendations for areas to focus on, are available in the Eptica Retail Guide, which can be downloaded from http://www.eptica.com/Retail-Multichannel-Study-2014.html.

Eptica Multichannel Customer Experience Study methodology
As part of the Eptica Multichannel Customer Experience Study40 retail company websites from four sectors (food & wine, consumer electronics, entertainment and fashion)were evaluated in 5 areas:

  1. For their ability to answer ten basic, sector-specific questions via their website. These included (below are sample sector-specific questions):

    FOOD RETAILERS
    • Can I add items to an order before it is delivered?
    • Can I order online and pick instore?

    FASHION RETAILERS

    • Can I return items bought as presents?
    • Do you have an ethical sourcing policy?

    ELECTRONICS RETAILERS

    • Can I order online and pick up instore?
    • Do you offer finance facilities?

    ENTERTAINMENT

    • Will you gift wrap my order?
    • Can I amend an order?
  2. On the speed and accuracy of their response via their email channel
  3. On the speed and accuracy of their response to a directly tweeted question
  4. For their ability to answer a question through web chat (if offered)
  5. On the consistency of response across digital channels (email, Twitter and web chat)

As well as retailers, the Study surveyed websites across the insurance, travel, consumer electronics manufacturers, utilities, telecoms and banking sectors. The full Eptica Multichannel Customer Experience Study report can be downloaded from http://www.eptica.com/Multichannel-study-2014-Website.html.

-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, the Eptica Customer Engagement 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 ServicesTM, 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 CRM Magic Quadrants for four consecutive years.

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/ chris@measuresconsulting.com

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
Elon Musk is among the notable industry figures who worries about the power of AI to destroy rather than help society. Mark Zuckerberg, on the other hand, embraces all that is going on. AI is most powerful when deployed across the vast networks being built for Internets of Things in the manufacturing, transportation and logistics, retail, healthcare, government and other sectors. Is AI transforming IoT for the good or the bad? Do we need to worry about its potential destructive power? Or will we...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
SYS-CON Events announced today that Suzuki Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Suzuki Inc. is a semiconductor-related business, including sales of consuming parts, parts repair, and maintenance for semiconductor manufacturing machines, etc. It is also a health care business providing experimental research for...
Many organizations adopt DevOps to reduce cycle times and deliver software faster; some take on DevOps to drive higher quality and better end-user experience; others look to DevOps for a clearer line-of-sight to customers to drive better business impacts. In truth, these three foundations go together. In this power panel at @DevOpsSummit 21st Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, industry experts will discuss how leading organizations build application success from all...
SYS-CON Events announced today that Nihon Micron will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nihon Micron Co., Ltd. strives for technological innovation to establish high-density, high-precision processing technology for providing printed circuit board and metal mount RFID tags used for communication devices. For more inf...
SYS-CON Events announced today that SIGMA Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. uLaser flow inspection device from the Japanese top share to Global Standard! Then, make the best use of data to flip to next page. For more information, visit http://www.sigma-k.co.jp/en/.
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
Cloud-based disaster recovery is critical to any production environment and is a high priority for many enterprise organizations today. Nearly 40% of organizations have had to execute their BCDR plan due to a service disruption in the past two years. Zerto on IBM Cloud offer VMware and Microsoft customers simple, automated recovery of on-premise VMware and Microsoft workloads to IBM Cloud data centers.
SYS-CON Events announced today that Enroute Lab will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enroute Lab is an industrial design, research and development company of unmanned robotic vehicle system. For more information, please visit http://elab.co.jp/.
Today companies are looking to achieve cloud-first digital agility to reduce time-to-market, optimize utilization of resources, and rapidly deliver disruptive business solutions. However, leveraging the benefits of cloud deployments can be complicated for companies with extensive legacy computing environments. In his session at 21st Cloud Expo, Craig Sproule, founder and CEO of Metavine, will outline the challenges enterprises face in migrating legacy solutions to the cloud. He will also prese...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, will discuss how data centers of the future will be managed, how th...
Enterprises are moving to the cloud faster than most of us in security expected. CIOs are going from 0 to 100 in cloud adoption and leaving security teams in the dust. Once cloud is part of an enterprise stack, it’s unclear who has responsibility for the protection of applications, services, and data. When cloud breaches occur, whether active compromise or a publicly accessible database, the blame must fall on both service providers and users. In his session at 21st Cloud Expo, Ben Johnson, C...
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory?
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, will introduce two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a mu...