New research indicates that almost half of Brits would abandon their online shopping efforts if the website vendor or supplier didn’t offer their preferred method of communication.
Interactive Intelligence Group, a provider of collaboration, communications, and customer engagement software according to Retail Times recently released a survey showing that 49 percent of the UK population would bail on a seller who didn’t engage with them as they desired to interact. In fact, nearly a third (30 percent) admitted that they had already stopped an online sale from a vendor that didn’t provide what they wanted in terms of engagement.
The survey examined the buying behavior of a thousand consumers in the UK.
Almost three-quarters (74 percent) of those surveyed said that they would abandon a shopping cart if a customer service rep was too slow to respond to them.
David Paulding, regional director, Interactive Intelligence noted that the research is a signal to digital marketers that the customer is always right when it comes to how they wish to engage.
“Understanding your customer’s shopping habits is one of the fundamentals to a successful business,” he said. “The research demonstrates how important it is to ensure you understand their preferences and offer the right channels for customer engagement. Best-in-class customer engagement has the potential to increase sales considerably.”
Unsaid are the realities that and companies that fail to accommodate user preferences will do so at more than a bit of risk.
The survey found that roughly 90 percent of UK residents have a preferred method of communication with a seller. Of those, email is the top choice with almost half (48 percent) favoring that communication channel. Traditional methods of engagement aren’t nearly as popular. Only 16 percent of Brits prefer to use a telephone and 16 percent like an in-person exchange. Five percent prefer real-time chat, while only 2 percent opt for social media and just one percent like instant messaging apps.
“With more online shopping being carried out every year, the businesses that get customer engagement right will have an advantage over competitors. This will make a big difference to sales, particularly at this time of year,” Paulding said. “One channel fits all does not work today. Businesses need to ensure they can offer the same high standard of communication across every channel.”