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For eBusiness & Channel Strategy Professionals
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January 15, 2010 European Online Retail Customer Service Availability Is Still ImmatureRetail eBusiness Customer Service And Support Benchmark, 2009by Patti Freeman Evans, Andrea Carini with Diane Clarkson, Elizabeth Stark, Kate van Geldern |
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Executive Summary
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.
TABLE OF CONTENTS
- Examining Availability Of Customer Service On European Retail Sites
RECOMMENDATIONS
- Strengthen The Basics And Measure Satisfaction
- Supplemental Material
- Related Research Documents
This is an excerpt
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