Almost a third of online shoppers are willing to switch to a competitor following one negative experience, new research has shown. A new report from customer reviews platform Feefo revealed how 30% of the 2,000 respondents would be prepared to change who they shop with if they endure poor customer service.
The survey findings demonstrate how online shops must always strive to keep their customers happy if they are to guarantee their loyalty. Richard Tank, Feefo’s Head of Digital, said: ‘Consumer confidence and trust is essential to developing an online business that grows, and lasts.’
He added, ‘Brands small and large must do everything they can to build relationships with their customers, to ensure they keep coming back for more. Listening, learning and developing more personalised customer experiences is key to long term success. Technology as an enabler, must be fully utilised in order for online businesses to achieve this.’
Elsewhere, the report revealed the most annoying customer service gripe for consumers is being passed around by call centre operatives. Automated voice systems were chosen as the second biggest bugbear for 21% of respondents, and 53% of respondents revealed that their most common frustration is not being able to find any answers to their questions when shopping online.
Feefo also explored the online shopping habits of consumers, with the results showing that the majority begin their shopping journey on either Google or Amazon; more than 40% use Google while 35% choose Amazon as their first stop when it comes to shopping.
Richard added: ‘While Google’s online monopoly on the web has long been documented, it’s clear that Amazon is now just as prominent as the search engine, even though it’s technically an online retailer.
‘It’s important to recognise that while consumers may start their search on these websites, they often end up buying from somewhere else. Today’s digital landscape is ever-changing and businesses have to meet the needs of their customers across the whole purchase journey in order to maintain sales and brand loyalty.’
Further findings showed how almost half of respondents said they like to communicate directly with businesses they purchase from using email, 80% use Frequently Asked Questions and a further 48% would answer one or two pop-up questions on a website, as long as it improved their buying experience. Applying these insights to your eCommerce operation could be the difference between standing out from the crowd, or losing your customers to the competition.
