THE IMPORTANCE OF MULTI-CHANNEL CONTACT AND SOCIAL MEDIA TO THE CUSTOMER EXPERIENCE RIGHTNOW RETAIL SECTOR REPORT UK 2009 Copyright 2009 RightNow Technologies, Inc. SPONSORED BY
The Importance of Multi-Channel Contact and Social Media to the Customer Experience Report
May 15, 2015
According to RightNow's UK retail research, multi-channel customer care is welcomed but must be consistent in its responses in order to provide a superb customer experience.
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THE IMPORTANCE OF
MULTI-CHANNEL CONTACT
AND SOCIAL MEDIA TO THE
CUSTOMER EXPERIENCE
R I G H T N O W R E T A I L S E C T O R R E P O R T
U K 2 0 0 9
Copyright 2009 RightNow Technologies, Inc.
S P O N S O R E D B Y
European Headquarters +44 (0) 1628 511900
APAC Headquarters +61 2 8198 1300
US Corporate Headquarters +1-406-522-4200
EXECUTIVE SUMMARY
In August 2009, RightNow® Technologies commissioned Loudhouse Research to investigate
in place for their customers. Are traditional methods of contact such as phone and email, still the favourite channels of choice for consumers? How well has self-service been received by consumers?
networking sites like Twitter, YouTube, and Facebook. What should retailers do to harness the power of this newly popular channel of communication? Will retailers be seen as too ‘Big Brother’ if they suggest relevant products and services in response to a customer’s blog?
through the social web in order to resolve poor consumer experiences.
www.rightnow.com | +44 (0) 1628 511900
S P O N S O R E D B Y
THE IMPORTANCE OF
MULTI-CHANNEL CONTACT AND SOCIAL MEDIA
TO THE CUSTOMER EXPERIENCE
R I G H T N O W R E T A I L S E C T O R R E P O R T U K 2 0 0 9 ABOUT RIGHTNOW TECHNOLOGIES
RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. Approximately 1,900 corporations and government agencies worldwide depend on RightNow to better meet the needs of those they serve. RightNow is headquartered in Bozeman, Montana. For more information, please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
ONLINE CUSTOMER SERVICE EXPECTATIONS
With recent announcements suggesting internet shopping is increasing in popularity year on year1 despite a tough economic environment, retailers
According to RightNow Retail Research 2009, consumer customer service expectations are changing. In fact, when it comes to making that online purchase, almost half of British consumers (49.7%) prefer to go it alone,
than more traditional methods of contact such as emailing or calling a contact centre agent.
Nevertheless, the role of the customer service agent is not completely defunct. British consumers also enjoy a good chat session. More than 64% of those surveyed, who have used chat technology, said they would rather use this function than speak with an agent on the phone. Moreover, 69% of consumers said they would prefer to use chat technology rather than email.
Importantly, nearly three quarters (74%) of consumers stated that chat has
make a purchase immediately whilst a further 39.1% of consumers purchase from the retailer’s site later on, suggesting a positive link between chat and impact on the bottom line.
However, more than 60% of online shoppers would like to instigate the session themselves rather than have a chat session instigated by the company via a pop up.
Whilst UK consumers are happy that stores are opening multi-contact channels to their customer care departments, more than half felt that retailers are not always consistent with information over their multi-
Almost half of British consumers (49.7%) prefer to self-serve rather than email (18.6%) or call into the contact centre (17.7%) when getting information about a product or service they wish to purchase online
More than 8 out of 10 (81%) of 30 to 34 year olds would prefer to use chat technology via the retailer’s website than phone through to the customer service centreNearly 8 out of 10 (78%) of 25 to 29 year olds would prefer to use chat technology via the retailer’s website than email the contact centre
FAST FACT 1:SELF-SERVICE
WINS
FAST FACT 2:CHAT
TECHNOLOGY: A CONSUMER
FAVOURITE
www.rightnow.com | +44 (0) 1628 511900
increasing in popularity by 16% year on year
please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
ABOUT RIGHTNOW TECHNOLOGIES
RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. Approximately 1,900 corporations and government agencies worldwide depend on RightNow to better meet the needs of those they serve. RightNow is headquartered in Bozeman, Montana. For more information, please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
www.rightnow.com | +44 (0) 1628 511900
SOCIAL WEB AS A CUSTOMER SERVICE CHANNEL
While the social web has made it easier for consumers to air their customer experience grievances, the study also found that Brits are open to engaging in service resolution dialogues with organisations via social networking sites. Almost 60% of those surveyed said that if they posted a comment on a social networking site, they would welcome contact from the organisation suggesting relevant products or services.
organisations on the social web is a powerful endorsement for integrating social networking sites with wider customer care programmes. Far from being viewed as too ‘Big Brother’, more than three-quarters (77.9%) of British consumers believe that organisations should listen to what customers say about their products and services on the social web and actually follow up with individuals who post comments.
organisations with a unique opportunity to foster goodwill among consumers and, if done well, help increase revenue. By monitoring social networking sites for positive consumer posts, a brand advocate can be thanked and rewarded. Likewise, where a disgruntled consumer is
goodwill. In those scenarios, it’s reasonable to assume that the positive
77.9% of British consumers said; yes, organisations should listen to what customers say about their products and services on social networking sites and follow up with those people
FAST FACT 3:THE SOCIAL
WEB AND THE VOICE OF THE
CUSTOMER
THE FUTURE OF CUSTOMER SERVICE
developments in their future customer care programmes.
needs to be second –to-none if you are hoping to encourage customer loyalty. Also, the adoption and use of chat is fast becoming a popular alternative to traditional methods of customer care such as email and phone so ensure that your customer care department are able to take on this technology.
Multi-channel customer care is welcomed by the British consumers but must be consistent in its responses in order to provide a superb customer experience. A central knowledge foundation is required if you are to ensure that customers requests across multiple channels are not seen as individual incidents. If successful, British consumers are open to products and services being
Social media needs to be part of every retailers overall multi-channel customer care programme as the British become far more savvy when airing their customer experiences online. Retailers need to take both a proactive and reactive position with social media paying close attention to when and how to participate in the social web.
www.rightnow.com | +44 (0) 1628 511900
SOCIAL WEB AS A CUSTOMER SERVICE CHANNEL
While the social web has made it easier for consumers to air their customer experience grievances, the study also found that Brits are open to engaging in service resolution dialogues with organisations via social networking sites. Almost 60% of those surveyed said that if they posted a comment on a social networking site, they would welcome contact from the organisation suggesting relevant products or services.
organisations on the social web is a powerful endorsement for integrating social networking sites with wider customer care programmes. Far from being viewed as too ‘Big Brother’, more than three-quarters (77.9%) of British consumers believe that organisations should listen to what customers say about their products and services on the social web and actually follow up with individuals who post comments.
organisations with a unique opportunity to foster goodwill among consumers and, if done well, help increase revenue. By monitoring social networking sites for positive consumer posts, a brand advocate can be thanked and rewarded. Likewise, where a disgruntled consumer is
goodwill. In those scenarios, it’s reasonable to assume that the positive
77.9% of British consumers said; yes, organisations should listen to what customers say about their products and services on social networking sites and follow up with those people
FAST FACT 3:THE SOCIAL
WEB AND THE VOICE OF THE
CUSTOMER
THE FUTURE OF CUSTOMER SERVICE
developments in their future customer care programmes.
needs to be second –to-none if you are hoping to encourage customer loyalty. Also, the adoption and use of chat is fast becoming a popular alternative to traditional methods of customer care such as email and phone so ensure that your customer care department are able to take on this technology.
Multi-channel customer care is welcomed by the British consumers but must be consistent in its responses in order to provide a superb customer experience. A central knowledge foundation is required if you are to ensure that customers requests across multiple channels are not seen as individual incidents. If successful, British consumers are open to products and services being
Social media needs to be part of every retailers overall multi-channel customer care programme as the British become far more savvy when airing their customer experiences online. Retailers need to take both a proactive and reactive position with social media paying close attention to when and how to participate in the social web.
ONLINE CUSTOMER SERVICE EXPECTATIONS
With recent announcements suggesting internet shopping is increasing in popularity year on year1 despite a tough economic environment, retailers
According to RightNow Retail Research 2009, consumer customer service expectations are changing. In fact, when it comes to making that online purchase, almost half of British consumers (49.7%) prefer to go it alone,
than more traditional methods of contact such as emailing or calling a contact centre agent.
Nevertheless, the role of the customer service agent is not completely defunct. British consumers also enjoy a good chat session. More than 64% of those surveyed, who have used chat technology, said they would rather use this function than speak with an agent on the phone. Moreover, 69% of consumers said they would prefer to use chat technology rather than email.
Importantly, nearly three quarters (74%) of consumers stated that chat has
make a purchase immediately whilst a further 39.1% of consumers purchase from the retailer’s site later on, suggesting a positive link between chat and impact on the bottom line.
However, more than 60% of online shoppers would like to instigate the session themselves rather than have a chat session instigated by the company via a pop up.
Whilst UK consumers are happy that stores are opening multi-contact channels to their customer care departments, more than half felt that retailers are not always consistent with information over their multi-
Almost half of British consumers (49.7%) prefer to self-serve rather than email (18.6%) or call into the contact centre (17.7%) when getting information about a product or service they wish to purchase online
More than 8 out of 10 (81%) of 30 to 34 year olds would prefer to use chat technology via the retailer’s website than phone through to the customer service centreNearly 8 out of 10 (78%) of 25 to 29 year olds would prefer to use chat technology via the retailer’s website than email the contact centre
FAST FACT 1:SELF-SERVICE
WINS
FAST FACT 2:CHAT
TECHNOLOGY: A CONSUMER
FAVOURITE
www.rightnow.com | +44 (0) 1628 511900
increasing in popularity by 16% year on year
please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
ABOUT RIGHTNOW TECHNOLOGIES
RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. Approximately 1,900 corporations and government agencies worldwide depend on RightNow to better meet the needs of those they serve. RightNow is headquartered in Bozeman, Montana. For more information, please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
EXECUTIVE SUMMARY
In August 2009, RightNow® Technologies commissioned Loudhouse Research to investigate
in place for their customers. Are traditional methods of contact such as phone and email, still the favourite channels of choice for consumers? How well has self-service been received by consumers?
networking sites like Twitter, YouTube, and Facebook. What should retailers do to harness the power of this newly popular channel of communication? Will retailers be seen as too ‘Big Brother’ if they suggest relevant products and services in response to a customer’s blog?
through the social web in order to resolve poor consumer experiences.
www.rightnow.com | +44 (0) 1628 511900
S P O N S O R E D B Y
THE IMPORTANCE OF
MULTI-CHANNEL CONTACT AND SOCIAL MEDIA
TO THE CUSTOMER EXPERIENCE
R I G H T N O W R E T A I L S E C T O R R E P O R T U K 2 0 0 9 ABOUT RIGHTNOW TECHNOLOGIES
RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that help consumer-centric organisations deliver great customer experiences. Approximately 1,900 corporations and government agencies worldwide depend on RightNow to better meet the needs of those they serve. RightNow is headquartered in Bozeman, Montana. For more information, please visit www.rightnow.com
RightNow is a registered trademark of RightNow Technologies, Inc. NASDAQ is a registered trademark of the NASDAQ Stock Market.
METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH RIGHTNOW
“We want our customers to get information when they need it and however they want it. With RightNow, our customers will be able to self serve in a 24 x 7 environment on our website—making their experience a better one.
to deal with queries that require a personal touch.” –Head of customer services, Charles Tyrwhitt Shirts
“Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.” –Managing Director, Tesco Tech Support
to meet and exceed our customers’ expectations helps us to earn the place of trusted specialist within our customers’ mind enabling us to be
–General Manager of the Customer Information Centre, Comet
www.rightnow.com | +44 (0) 1628 511900
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
C H A R L E S
J E R M Y N S T R E E TL O N D O N
T Y R W H I T T
THE IMPORTANCE OF
MULTI-CHANNEL CONTACT
AND SOCIAL MEDIA TO THE
CUSTOMER EXPERIENCE
R I G H T N O W R E T A I L S E C T O R R E P O R T
U K 2 0 0 9
Copyright 2009 RightNow Technologies, Inc.
S P O N S O R E D B Y
European Headquarters +44 (0) 1628 511900
APAC Headquarters +61 2 8198 1300
US Corporate Headquarters +1-406-522-4200
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