UK businesses are failing to satisfactorily answer over a third (36%) of all routine queries asked on the web, email, Twitter and Facebook, with performance dropping by 5 per cent since 2019.
The research, from customer service software provider Eptica, an Enghouse company, found companies offering working live chat has increased to 32 per cent in comparison to just 26 per cent in 2019.
In addition, the 2020 Digital Customer Experience Study also discovered that over half of companies (52%) offer email as a form of communication, but only 34 per cent were able to answer queries successfully. In comparison to the 2019 report, nearly two-thirds (64%) provided email as a contact channel with 37 per cent providing accurate responses to customers.
Jeremy Payne, International VP Marketing, Enghouse Interactive said, “delivering fast, accurate and consistent customer service is fundamental to engaging with consumers to win and retain their business. Yet too many companies are falling short and at these times of unprecedented inbound inquiries for worried customers the research shows a disconnect between businesses using some of the simple tools and techniques like email management to help reduce the volume of calls that have to be handled by an already stretched staff.”
The 2020 study also discovered that companies offering Twitter as a customer communication tool rose from 45 per cent to 59 per cent while Facebook remained static on 57 per cent. However, Eptica’s own research with 1000 UK consumers found these were the least popular channels for customer contact falling behind email, the web, chat and voice.
Jeremy added, “the research shows that chat has moved into the mainstream after years of being seen as ‘nice to have’ channel for businesses. While this year’s study highlights clear issues, fixing them should be relatively straightforward – companies need to adopt best practice, break down silos between channels to share knowledge and embrace technology to both increase efficiency and meet customer needs.”
The Digital Customer Experience Study evaluated 50 leading businesses in the fashion, food and drink, insurance, travel and banking on their performance at answering basic customer queries on the web, email, social media and chat, and benchmarked it against research carried out annually since 2011.
The full 2020 Eptica Digital Customer Experience Study can be downloaded from www.eptica.com/dcx2020.