In the dynamic realm of online retail, a paradigm shift is underway as consumers increasingly prioritize customer service over product selection, according to a recent survey conducted this month. Commissioned by Mitto, a leading global omnichannel communications solutions provider, and executed by Pollfish, the survey engaged 1,000 UK consumers, offering invaluable insights for online retailers aiming to enhance their digital presence.
Key Findings:
- Accessibility is Paramount: Over 60% of respondents highlighted the pivotal role of easy accessibility, affirming that superior customer service significantly influences their decision to choose one online retailer over another.
- Gen Z’s Emphasis on Service: Impressively, nearly 83% of Gen Z respondents emphasized that customer service takes precedence over product variety when interacting with a brand online. This challenges traditional notions and underscores the evolving expectations of the digital-savvy generation.
- Diverse Contact Points are Crucial: A resounding 70% considered it «crucial for brands to offer multiple contact points while shopping online.» This signals the necessity for retailers to establish diverse and easily accessible communication channels.
- Digital Interaction Preference: Despite concerns about in-person interactions, 61% of respondents expressed a preference for digital customer service interactions. This highlights the growing demand for seamless and efficient online customer support.
- Swift Responses Matter: A staggering 94% of respondents expect quick responses when reaching out to an online brand, emphasizing the need for prompt customer service.
- Preferred Communication Channels: Live Chat, SMS, and Social Media emerged as preferred channels, with 63% of respondents considering them the most efficient ways to communicate with a brand online.
- Effectiveness of SMS Campaigns: While Black Friday and Cyber Monday email campaigns showed limited influence (70% «somewhat» or «not at all»), SMS campaigns boasted an impressive 98% open rate, indicating their effectiveness in capturing consumer attention.
- Social Media Engagement: Over 50% actively use social media to connect with brands, with more than 95% expressing satisfaction with the support received on these platforms. This underscores the critical importance of maintaining a robust social media presence.
- Delivery as a Deciding Factor: Fast and reliable delivery services were acknowledged by 72% of UK consumers as a decisive factor influencing their choice of a specific online retailer.
In a competitive online marketplace, optimizing customer service strategies, diversifying communication channels, and prioritizing swift responses are essential for digital success. By aligning with these evolving consumer preferences, online retailers can position themselves prominently in search engine rankings and enhance their overall SEO performance.
