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Majority of Top Online Retailers Failed to Meet Customer Expectations during Holiday Sales: Survey

December 12, 2011

A new study from STELLAService, which evaluates customer service performance, and Compuware Corporation, a technology performance company, reveals that 76 percent of the top 25 retailers struggled to provide online shoppers with both first-rate customer service and top performance satisfaction.


Only six of the top 25 retailers earned high marks for overall customer experience across the entire online shopping experience. These retailers were rated for criteria like the speed of their Web page downloads to the length of time it took for retailers to answer customer support calls during the period between Black Friday and Cyber Monday.

The six retailers receiving high scores in these key areas included: Amazon, Avon, L.L. Bean, Macys, Overstock, and Sears, according to the report.

“With most major retailers competing closely on deals, prices and shipping over the Black Friday/Cyber Monday weekend, keeping customers happy with strong site performance and exceptional service is crucial to keeping them coming back and, ultimately, maximizing sales during the holiday season,” said Jordy Leiser, CEO of STELLAService, in a statement.

“Only a small handful of retailers are providing a seamless, high-quality shopping experience from start to finish, while the rest are underperforming in at least one area of the online customer experience,” Leiser added.

The study underlines the value of a single source for customer experience metrics focused on the entire online shopping process. It urges retailers to implement best practices to ensure efficient Web performance and effective customer service interaction across all channels.

Retailers should be responsive to shoppers’ needs regardless of the communication channel (e.g. phone, email, chat). A simple, easy-to-use Web interface with easy-to-use tools such as advanced search, shopping carts, FAQ, and contact pages is essential to ensuring a positive customer experience.

Web site performance is crucial to the success of online sales. Retailers should have a basic understanding of the average performance metrics for their industry. If their site falls below the average, they should take action immediately.

Additionally Compuware survey also suggests that retailers should identify a baseline for their performance and then assess performance over time as they implement changes and as outside factors affect their site.

Earlier in November, in a survey conducted by online SMB community, Manta revealed that nearly half of all small retailers (49 percent) said they have a more positive outlook about holiday sales this year as opposed to 2010.

The survey, which comprised of nearly 800 mom-and-pop retailers, most which have fewer than 10 employees, divulged that 37 percent expect to experience the busiest shopping season of the year, and even better profits than last year, ContactCenterSolutions reported.


Rajani Baburajan is a contributing editor for ContactCenterSolutions. To read more of Rajani's articles, please visit her columnist page.

Edited by Rich Steeves



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