Why Read This
Forrester evaluated the accessibility and availability of online customer service and support among 42 leading European retail Web sites across six retail subsegments. Four sites received a passing score, and pure online retailers received the highest subsegment average. Overall, retail sites delivered substandard customer service availability, with the major weakness found on product pages. During our analysis, we uncovered some good practices, such as ASOS's use of social and community customer service, La Redoute's adoption of click-to-call, and Next's request for consumer feedback after FAQ interactions. To improve online customer support availability, eBusiness and channel strategy professionals should provide reliable and consistent contextual support on product pages and improve online self-service search.
Tags: B2C eCommerce, Best of the Web, Consumer Retail & CPG, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, eCommerce, Expert Reviews, Packaged Applications, Retail, Social CRM, Web Design & Usability