The results of the latest e-Customer Service Index (eCSI) quarterly survey by eDigitalResearch
shows that consumer satisfaction with online shopping services has dropped once again and is now at its lowest since levels were first recorded in April 2006.
The July e-CSI stands at 76.7% overall, compared with the all-time high of 79.6% reached in November 2008. Worst performing areas identified in the survey include the speed that online retail customer services respond to queries and ease of access to online help with purchases.
"People are becoming savvier shoppers and recognise that the internet can provide a quick and easy price comparison," says eDigitalResearch's Michelle Fuller. "Online retailers need to react quickly by identifying who their brand advocates are and offering them better incentives. With expectations growing and loyalties swaying, investing more in the end-to-end customer experience is vital in order to keep people coming back."
"Falling customer satisfaction rates could be an indication of online retailers struggling to cope with the increase in popularity for online shopping," suggests IMRG's James Roper. "With customers now expecting faster and a better informed service, it is vitally important that no customer query or request goes unanswered. This merely acts as a catalyst for people to switch loyalties. Online retailers need to address this quickly and ensure that they have a seamless customer experience."