Email is falling behind social media channels when it comes to customer support, a new survey by Eptica. The multichannel customer interaction management software provider trialed 100 ‘leading’ UK companies, mimicking the behaviour of ordinary customers by asking 10 routine questions.
It wanted to see how long it took the companies, and which channels they mostly used, to answer their customers to any questions they might be asking.
The results have been published in the Eptica Multichannel Customer Experience Study, and here’s what it says:
“Brands are under growing pressure to deliver a consistently high quality experience to customers, however they choose to make contact,” said Derek Lewis, UK & Ireland sales director at Eptica.
“The sheer volume of queries and the fact that customer expectations are continually rising is having a definite effect on the performance of many companies, particularly on the email channel. Some are forging ahead, while others are falling behind, with a consequent impact on customer satisfaction, loyalty and revenues. Just 51% of all queries were answered satisfactorily. Overall, consumers are as likely to get a useful response as they are to correctly call heads or tails on the flip of a coin.”