The Importance of Multi-Channel Contact and Social Media to the Customer Experience Report

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According to RightNow's UK retail research, multi-channel customer care is welcomed but must be consistent in its responses in order to provide a superb customer experience.

According to RightNow's UK retail research, multi-channel customer care is welcomed but must be consistent in its responses in order to provide a superb customer experience.

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  • 1. SPONSORED BY RIGHTNOW RETAIL SECTOR REPORT U K 2 009 THE IMP OR TAN CE OF MULTI -C HA NNE L CON TAC T AND SOC IAL MED I A T O T HE CUS TOM ER E XPE R I ENC E Copyright 2009 RightNow Technologies, Inc.
  • 2. SPONSORED BY RIGHTNOW RETAIL SECTOR REPORT U K 2009 TH E IMP OR TANCE OF MULTI-CHANNEL CONTACT AND SOCIAL MEDIA T O T HE C US T OMER EXP ER IENCE EXECUTIVE SUMMARY In August 2009, RightNow® Technologies commissioned Loudhouse Research to investigate in place for their customers. Are traditional methods of contact such as phone and email, still the favourite channels of choice for consumers? How well has self-service been received by consumers? networking sites like Twitter, YouTube, and Facebook. What should retailers do to harness the power of this newly popular channel of communication? Will retailers be seen as too ‘Big Brother’ if they suggest relevant products and services in response to a customer’s blog? through the social web in order to resolve poor consumer experiences. www.rightnow.com | +44 (0) 1628 511900
  • 3. ONLINE CUSTOMER SERVICE EXPECTATIONS With recent announcements suggesting internet shopping is increasing in popularity year on year1 despite a tough economic environment, retailers FAST FACT 1: According to RightNow Retail Research 2009, consumer customer service expectations are changing. In fact, when it comes to making that online SELF-SERVICE purchase, almost half of British consumers (49.7%) prefer to go it alone, WINS Almost half of British consumers (49.7%) than more traditional methods of contact such as emailing or calling a prefer to self-serve rather than email contact centre agent. (18.6%) or call into the contact centre (17.7%) when getting information about Nevertheless, the role of the customer service agent is not completely a product or service they wish to purchase defunct. British consumers also enjoy a good chat session. More than 64% online of those surveyed, who have used chat technology, said they would rather use this function than speak with an agent on the phone. Moreover, 69% of consumers said they would prefer to use chat technology rather than email. Importantly, nearly three quarters (74%) of consumers stated that chat has make a purchase immediately whilst a further 39.1% of consumers FAST FACT 2: purchase from the retailer’s site later on, suggesting a positive link between chat and impact on the bottom line. CHAT However, more than 60% of online shoppers would like to instigate the session themselves rather than have a chat session instigated by the TECHNOLOGY: company via a pop up. A CONSUMER Whilst UK consumers are happy that stores are opening multi-contact channels to their customer care departments, more than half felt that FAVOURITE retailers are not always consistent with information over their multi- More than 8 out of 10 (81%) of 30 to 34 year olds would prefer to use chat technology via the retailer’s website than phone through to the customer service centre Nearly 8 out of 10 (78%) of 25 to 29 year olds would prefer to use chat technology via the retailer’s website than email the contact centre increasing in popularity by 16% year on year www.rightnow.com | +44 (0) 1628 511900
  • 4. SOCIAL WEB AS A CUSTOMER SERVICE CHANNEL While the social web has made it easier for consumers to air their customer experience grievances, the study also found that Brits are open to engaging in service resolution dialogues with organisations via social networking sites. Almost 60% of those surveyed said that if they posted a comment on a social networking site, they would welcome contact from the organisation suggesting relevant products or services. FAST FACT 3: THE SOCIAL WEB AND THE organisations on the social web is a powerful endorsement for integrating social networking sites with wider customer care programmes. Far from VOICE OF THE being viewed as too ‘Big Brother’, more than three-quarters (77.9%) of British consumers believe that organisations should listen to what CUSTOMER customers say about their products and services on the social web and actually follow up with individuals who post comments. 77.9% of British consumers said; yes, organisations with a unique opportunity to foster goodwill among organisations should listen to what consumers and, if done well, help increase revenue. By monitoring social customers say about their products and networking sites for positive consumer posts, a brand advocate can be services on social networking sites and thanked and rewarded. Likewise, where a disgruntled consumer is follow up with those people goodwill. In those scenarios, it’s reasonable to assume that the positive THE FUTURE OF CUSTOMER SERVICE developments in their future customer care programmes. needs to be second –to-none if you are hoping to encourage customer loyalty. Also, the adoption and use of chat is fast becoming a popular alternative to traditional methods of customer care such as email and phone so ensure that your customer care department are able to take on this technology. Multi-channel customer care is welcomed by the British consumers but must be consistent in its responses in order to provide a superb customer experience. A central knowledge foundation is required if you are to ensure that customers requests across multiple channels are not seen as individual incidents. If successful, British consumers are open to products and services being Social media needs to be part of every retailers overall multi-channel customer care programme as the British become far more savvy when airing their customer experiences online. Retailers need to take both a proactive and reactive position with social media paying close attention to when and how to participate in the social web. www.rightnow.com | +44 (0) 1628 511900
  • 5. RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market. METHODOLOGY ABOUT RIGHTNOW TECHNOLOGIES Loudhouse Research in September 2009. Quotas were set for age, gender, RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. population. Approximately 1,900 corporations and government agencies worldwide depend on RightNow MANY RETAILthe needs of those they serve.WITH A HANDFUL OF THE to better meet COMPANIES THAT WORK RightNow is headquartered in Bozeman, Montana. For more information, RIGHTNOW please visit www.rightnow.com “We want our customers to get information when they need it and however they want it. With RightNow, our customers will Technologies, serve in a RightNow is a registered trademark of RightNow be able to self Inc. 24 x 7 environment on our website—making their experience a better one. NASDAQ is a registered trademark of the NASDAQ Stock Market. CHARLES T YRWHIT T JERMYN STREET METHODOLOGY that require a personal touch.” LONDON to deal with queries –Head of customer services, Charles Tyrwhitt Shirts Loudhouse Research in September 2009. Quotas were set for age, gender, “Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim population. is quite the opposite. We want our customers to get the support that they A HANDFUL OF that they want it, andCOMPANIES THATfor that, WITH need at the time THE MANY RETAIL how they want it; WORK we feel RIGHTNOW RightNow is the partner of choice and supports our aim to ensure every “We want our superb experience with us, will recommend us and however customer has acustomers to get information when they need itto friends they ultimately purchase from us again.” and want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our Tech Support –Managing Director, Tesco website—making their experience a better one. CHARLES T YRWHIT T JERMYN STREET LONDON to deal with queries that require a personal touch.” –Head of customer our customers’ expectations helps us to earn the to meet and exceed services, Charles Tyrwhitt Shirts place of trusted specialist within our customers’Usuallyenabling us of our “Customer care is central to everything we do. mind a business to be size might want to cut down on calls and emails from customers; our aim –General Manager of We want our customers to get the support that they is quite the opposite. the Customer Information Centre, Comet need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support CHARLES T YRWHIT T JERMYN STREET LONDON to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling |us to be 1628 511900 www.rightnow.com +44 (0) –General Manager of the Customer Information Centre, Comet CHARLES T YRWHIT T JERMYN STREET LONDON www.rightnow.com | +44 (0) 1628 511900
  • 6. ABOUT RIGHTNOW TECHNOLOGIES RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. Approximately 1,900 corporations and government agencies worldwide depend on RightNow to better meet the needs of those they serve. RightNow is headquartered in Bozeman, Montana. For more information, please visit www.rightnow.com RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market. METHODOLOGY Loudhouse Research in September 2009. Quotas were set for age, gender, population. A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW “We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one. CHARLES T YRWHIT T JERMYN STREET LONDON to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts “Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be –General Manager of the Customer Information Centre, Comet CHARLES T YRWHIT T JERMYN STREET LONDON www.rightnow.com | +44 (0) 1628 511900
  • 7. European Headquarters +44 (0) 1628 511900 APAC Headquarters +61 2 8198 1300 US Corporate Headquarters +1-406-522-4200