Online retailers posted gains in just about every area of customer service-from e-mail to self-service to contact center-according to a test by eGain Communications Corp., a provider of customer service software.
Analysts conduct the test annually by “mystery shopping” the web self-service and contact center customer service at 175 companies spread across eight industries-financial services, retail, communications, consumer goods manufacturing, insurance, health care and pharmaceuticals-in the U.S. and Canada.
Online retail’s overall service score was 2.3, up from 1.8 a year earlier. The average score across all industries was 1.8. eGain considers scores less than 1.0 poor; less than 2.0 below average; less than 3.0 above average; and 3.0 or better exceptional.
“Retail sector performance was a bright spot in this year’s ‘mystery shopping’ customer service research,” says Anand Subramaniam, eGain vice president of marketing. “However, channel silos still remain across knowledge, policy and process.”
Following are online retail’s customer service scores in each evaluated category, along with the previous year’s score:
- E-mail: 3.0, up from 2.5
- Self-service: 2.4, up from 1.9
- Choice: 2.3, up from 2.0
- Cross-channel: 1.9, up from 0.9
- Cross-agent: 1.9, down from 2.0
- Telephone: 2.7, n/a
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