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
24-Mar-2015

Sydney-based Asia Pacific Digital (APD) has agreed to acquire Singaporean digital agency @ccomplice.

APD, which describes itself as a provider of CRM, strategy, technology and performance marketing and CRM to more than 2,000 clients, says the acquisition will give it an improved on-the-ground presence in Singapore, serving local Singaporean clients and regional multinationals.

Formed in 2010, @ccomplice has worked with some of the biggest brands in Asia: Panasonic, Toyota, Lexus, Suzuki, Singpost, DBS and Standard Chartered. APD already employs digital professionals in Sydney, Melbourne, Auckland, Shanghai, Hong Kong, Kuala Lumpur and at its technology hub in Manila.

...read more
23-Mar-2015

Indian outsourcer Firstsource Solutions has launched another contact centre in the United States as it makes significant progress in acquiring more clients in North American healthcare sector.

Its new centre in Eugene, Oregon will hire about 250 people, with some analysts expecting the company to increase its staff to 450 in the months to come. Mumbai-based Firstsource added 300 employees to its Colorado Spring, Colorado centre in November.

The Eugene centre is the company's third in the US, with the other site located in Louisville, Kentucky. Firstsource will serve a healthcare client from the new center in Eugene, providing customer care service via web chat.

...read more
18-Mar-2015

Phoenix, AZ — March 18, 2015 – Enghouse Interactive (www.enghouseinteractive.com), developer of a comprehensive portfolio of unified communications (UC) and contact centre solutions, today announced it has attained Gold Application Development and Communications competencies, distinguishing itself within the top 1 percent of Microsoft's partner ecosystem and demonstrating a "best-in-class" ability and commitment to meet Microsoft Corp. customers' evolving needs in today's dynamic business environment.

"By achieving a gold competency, partners have demonstrated the highest, most consistent capability and commitment to the latest Microsoft technology," said Phil Sorgen, Corporate Vice President, Worldwide Partner Group at Microsoft Corp. "These partners have a deep expertise that puts them in the top 1 percent of our partner ecosystem, and their proficiency will help customers drive innovative solutions on the latest Microsoft technology."

To earn a Microsoft gold competency, partners must successfully complete exams (resulting in Microsoft Certified Professionals) to prove their level of technology expertise, and then designate these certified professionals uniquely to one Microsoft competency, ensuring a certain level of staffing capacity. They also must submit customer references that demonstrate successful projects (along with implementing a yearly customer satisfaction study), meet a revenue commitment (for most gold competencies), and pass technology and/or sales assessments.

"We have enjoyed working with the Microsoft Partner Network for more than twelve years and are honoured to be recognised for our commitment and excellence in supporting Microsoft Lync, as well as for our expertise in contact centre and customer experience solutions," said Enghouse Interactive President of North American Channels, Ernie Wallerstein.

Enghouse Interactive's expansive portfolio of contact centre and customer interaction solutions lead the market with advanced functionality, such as UC queuing, and offer the most powerful UC integrated contact centre offering. Enghouse Interactive Communications Centre (EICC), which is native to the Lync environment, empowers agents with screenpops and the ability to dial from Microsoft Dynamics CRM – right out of the box. Also of note, is that by utilising UCMA and the Trusted Conferencing platform to interoperate with Lync, Enghouse is able to deliver a user experience that is both scalable and reliable.

Earning the Application Development competency helps partners differentiate themselves as a trusted expert to their customers through development and deployment of commercial or custom applications built using core Microsoft technologies like Windows Server, Windows 8 operating systems, Windows Azure platform, Microsoft Visual Studio 2012 development system, Microsoft BizTalk Server and emerging cloud-based and web business models. By gaining access to a comprehensive set of benefits through the Application Development competency, partners can acquire new customers and help them be more productive and profitable through deployment of business applications, advanced web portals or rich client user interfaces that run on premises or in the cloud.

Attaining the Microsoft Communications competency demonstrates partner expertise in videoconferencing, voice over Internet protocol and instant messaging. Equipped with exclusive training, the latest software and support on Microsoft Lync solutions, partners help customers reduce cost of travel, real estate and facilities maintenance while gaining operational efficiencies.

The Microsoft Partner Network helps partners strengthen their capabilities to showcase leadership in the marketplace on the latest technology, to better serve customers and to easily connect with one of the most active, diverse networks in the world.

...read more
20-May-2013

Dr Catriona Wallace defines Customer Experience Strategy.



 

...read more

Blogs

your call Social CX