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THE IMPORTANCE OF
MULTI-CHANNEL CONTACTAND 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
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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 customers 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
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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 serviceexpectations 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 ratheruse 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 retailers 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 instigatethe 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 abouta product or service they wish to purchaseonline
More than 8 out of 10 (81%) of 30 to34 year olds would prefer to use chat
technology via the retailers website thanphone through to the customer service
centreNearly 8 out of 10 (78%) of 25 to 29 yearolds would prefer to use chat technologyvia the retailers website than email thecontact centre
FAST FACT 1:
SELF-SERVICEWINS
FAST FACT 2:
CHAT
TECHNOLOGY:A CONSUMER
FAVOURITE
www.rightnow.com | +44 (0) 1628 511900
increasing in popularity by 16% year on year
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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, its reasonable to assume that the positive
77.9% of British consumers said; yes,organisations should listen to whatcustomers say about their products andservices on social networking sites andfollow 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.
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METHODOLOGY
Loudhouse Research in September 2009. Quotas were set for age, gender,
population.
A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITHRIGHTNOW
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 websitemaking 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 aimis 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
C H A R L E S
J ERMYN ST R E E T
LONDON
T Y R W H I T T
J
www.rightnow.com | +44 (0) 1628 511900
J
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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.
J
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