Customer Service: What Consumers Want

08/24/2001

90% of US consumers have used the phone for customer service, but only 46% are satisfied with its effectiveness. However, 12% of consumers have used an online chat for help and 62% grade it with high satisfaction.

Large differences also exist between the usage and satisfaction level for instant messaging customer service (6% and 45%, respectively) and help obtained via a mobile or wireless internet device (4% and 36%, respectively).

Modalis surveyed 1,000 US consumers between April and May 2001 and found that 98% of respondents have used the internet for some form of customer service help. The most popular customer service element consumers desired on a company's website was the general telephone number -- 86% sought the number online.

WorldCom says that US businesses should integrate different forms of communication between customer and company into their already existing structures. It notes that 56% of respondents think that the internet provides most answers, but it is sometimes necesssary to talk to an actual person.

Findings in eMarketer's eCommerce: B2C Report support the trends noted by WorldCom/Modalis. Cyber Dialog determined in 2000 that 55% of US online shoppers thought toll-free calls to a customer service representative were "extremely helpful," and 23% felt the same about an FAQ section on a company's site. An Indiana University/KPMG study reported that in 2000, 79% of US online shoppers considered toll-free telephone access a "must have" customer service feature.

For more information on Internet marketing visit WebMetro: Online Marketing

Source of Article: eMarketer

Date of Article: August 24, 2001