2012 Online Shopping Customer Experience Study

11-Dec-2012

Research Report Synopsis by Chris Kirby

In November 2012, VHT released the Online Shopping Customer Experience Study. The research investigated the online purchase experience of consumers across various devices including smartphone. By evaluating the shopping habits of consumers this report reveals the pain points consumers have to endure and their consequences for organisations.

A survey of 400 US consumers identified the following key insights:

  • 91.8% of consumers own more than one device (including desktop computer, laptop, netbook, smartphone, tablet, eReader).
  • The top three most often used devices for online shopping and purchasing are laptop (42.8%), desktop (37.5%) and smartphone (12.5%).
  • Nearly half of consumers (45%) are browsing online on a daily basis.
  • The top three categories consumers are purchasing online are Apparel (79.8%), Books (68.0%) and Household Goods (63.5%).
  • Nearly half of consumers (47.8%) spend $0-$100 per month with a further third (32.8%) spending an average of $101-$250.
  • The top 3 retailer websites visited are amazon.com (23%), Walmart (16%) and ebay (15%).
  • Nearly 6 in 10 (59.8%) of consumers report that they have been frustrated or had problems trying to make online purchases.
  • The top three frustrations expressed by consumers are ‘having problems correctly reading and using the captcha (60.3%), ‘having trouble using promo codes, gift card redemption, or with other discount’ (46.0%) and ‘the product was back-ordered’ (32.2%).
  • In addition nearly two thirds (59.8%) of consumers attempting to make an online purchase said they ‘Had been frustrated trying to obtain help to solve an online purchase problem.
  • When consumers experience an issue, 37.7% report they will leave the site or give up, 34.3% will seek further assistance, whilst 25.5% will shop elsewhere.
  • In most instances, consumers who seek further assistance will call customer service (46.3%) and a further third (35.4%) will use web chat to contact customer service.
  • When presented with a solution that provides a service whereby consumers can click or tap within the website/app to receive an immediate or scheduled callback from customer service, nearly half (49.8%) rated this as extremely desirable and nearly two thirds (63.3%) reporting they would be extremely likely to use it.
  • Nearly two thirds of consumers (61.5%) report they would be ‘very likely’ to purchase more products through a website or app that offers a click or tap customer service help solution.

This report highlights there is significant opportunity for organisations to alleviate some of the frustrations consumers have when shopping online. The key conclusions highlighted include:

  • Consumers regularly experience issues when shopping online that often requires additional follow up with customer service via the contact centre or web chat. These issues can lead to a lost sale and potentially negative perceptions of the retailer. Therefore there is a real commercial opportunity to helping consumers connect more easily to customer service by providing technology that bridges the gap between the website/app and customer service more effectively.
  • Further, retailers should consider that online shoppers use a variety of devices. The online shopping experience, then, should be optimised across devices and screens to provide a streamlined path to assistance.

 


More news

Headlines

map
25-Nov-2014

Air New Zealand has selected Irish-technology company Boxever to power its real-time marketing push and deliver personalised offers to customers.

Boxever provides predictive marketing solutions specifically for the travel industry, via its CRM, customer intelligence, and recommendation engine. Boxever says its multi-channel customer intelligence and predictive marketing platform will allow the airline to customise offers and engagement with its customers via the web, email, mobile and in its contact centre.

"At Air New Zealand, we want to deliver more value to our customers, provide them a more tailored experience, and improve the return on our marketing spend through the use of machine learning algorithms," Air New Zealand general manager customer value and loyalty, Hamish Rumbold said in a statement. "Our partnership with Boxever is critical in delivering this vision as their expertise in the travel industry and their travel focus gives them a deep understanding of the complexities of travel retailing. This logic has been built into the Boxever solution, which we believe will shorten the delivery cycle and enable us to see results more quickly."

...read more
24-Nov-2014

Dutch financial giant ING reportedly planning to make the Philippines its premier business processing hub in Asia.

ING has unveiled a rapid expansion program that seeks to harness the country's vast pool of young, educated and English-speaking workforce. ING Global Services and Operations Inc., a wholly owned ING subsidiary that handles in-house processing for the bank's growing commercial banking business in Asia and Europe, has set up shop in a 35,000-square meter W office tower in Bonifacio Global City, Manila with a capacity to employ 420 people.

The group already has BPO operations in India handled by a third-party provider. Globally, ING has about 40 shared services hub. ING GSO now employs 125 people in the Philippines and this is expected to double to 250 by 2015, according to Nigel Smith, president and CEO of ING GSO.

...read more
10-Dec-2014

Home grown contact centre recruitment specialist FuturePeople has won the global finals for World's Best Contact Centre Recruitment Campaign at the 2014 Top Ranking Performer Awards in Las Vegas in November. The awards are organised by the global association for contact center best practice and showcase contact centre expertise and innovation around the globe. FuturePeople has won nearly every award there is to win locally, so this year decided to compete for the first time in a program that attracted 700 entries from 40 nations across the globe.

FuturePeople CEO Linda Simonsen said "we wanted to up the ante and showcase our innovation on the world stage to see how it shaped up globally. We saw the awards program as a valuable way to get insight into global best practice and rally the team towards excellence"

Having won both first and second place in the APAC Finals in Singapore in June, FuturePeople was propelled onto the world stage to showcase their innovation in contact centre recruitment alongside Europe and the Americas. Simonsen shared that "listening to leaders from around the globe share best practice reinforced that we're all facing the same challenges however everyone has a different cultural lens to look through which brings richness to the discussion and valuable insights".

Simonsen said "with customer engagement the top priority for 90% of CEOs, getting the right people on the front line has taken on a whole new level of strategic importance for business leaders, so this recognition comes at just the right time for us."

Randstad Portugal was runner up in the recruitment category.

Simonsen says "We won because of the innovative way we're helping organisations source a new breed of talent that fits with the changing role of the front line contact centre agent as a multi-channel customer engagement expert with emotional intelligence".

FuturePeople provides Contact Centre Recruitment and Training Solutions, including Consulting on Best Practice Recruitment Process Design.

...read more
20-May-2013

Dr Catriona Wallace defines Customer Experience Strategy.



 

...read more

Blogs

your call Social CX