A new study from UK consumer rights body Which? has revealed customer preferences when dealing with issues related to online orders.
Among the findings were that social media was deemed to be one of the worst ways to resolve customer service issues, with only 45% of respondents who had used social media to complain about bad customer service saying it was an efficient method of complaining, and 36% actively describing it as inefficient.
Worse still was sending a letter by post, with 40% saying it was ineffective and just 37% describing it as effective. Other findings included:
- That 46% of participants who used online chatbots said they were efficient, compared to 35% saying they were inefficient
- Text messaging was deemed effective by 46% compared to 33% deeming it ineffective
Speaking directly with a member of staff, whether online or in-person, emerged as a clear preference. 65% thought face-to-face communication was effective, with the same figure feeling the same regarding online chat. Over-the-phone communication came just behind at 63%, with just 24% saying it was ineffective.
“With so many people having made the switch to shopping online during the pandemic, it’s important to know the most efficient way to get any issues resolved,” said Adam French, Which? Consumer Rights Editor. “Our survey shows just how important it is for retailers to allow customers to speak to someone directly. Retailers who are falling short must improve their customer service offerings and where possible, offer customers the chance to speak to a member of staff if their issue cannot be resolved through other methods.”
The study encompassed 5,053 UK adults who had experienced issues with online retailers in areas such as tech, fashion, DIY and homewares between March 2020 and March 2021, with fieldwork carried out online by Savanta between the 14th and 26th of May 2021.
