A consumer survey exploring UK shoppers' perceptions of live online help services such as Click to Call (where clicking initiates a voice call with a customer service representative) and Click to Chat (which uses an instant messenger session) has found that 86% of consumers say having access to live online help services would be useful when making online purchases.
The ATG survey also found that 54% ranked live online help as an important retail website feature, behind only reasonable prices (83%) and user-friendly navigation (77%). Consumers surveyed said that Click to Call would help them ensure their questions are understood by the customer representative and receive fast answers over the phone.
Respondents also said they like Click to Chat because it allows them to do other things while they are waiting for a response, while some prefer to type rather than speak with someone over the phone.
So far, however, only 27% of consumers have used Click to Chat and just 21% have used Click to Call.
"Online is now a well-established sales channel, but the results of this survey show consumers want more online customer service options than just an 0800 number," says ATG's Frank Lord. "Individuals want the option to use live voice and chat to help answer their questions about products, delivery information and returns before making purchases. With more people heading online for their Christmas shopping, companies need to give customers more choices and consider how Click to Call and Click to Chat can best support their overall e-commerce strategy."