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For eBusiness & Channel Strategy Professionals

European Online Retail Customer Service Availability Is Still Immature

Retail eBusiness Customer Service And Support Benchmark, 2009

January 15, 2010


  • By Patti Freeman Evans,
  • Andrea Carini
  • with Diane Clarkson,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

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.

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Tools And Templates

Best Practice Assessments

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  • eBusiness Customer Service And Support Benchmark Methodology
  • Only Four Sites Passed The European Customer Service And Support Benchmark

Table of Contents

  • Examining Availability Of Customer Service On European Retail Sites

  • Strengthen The Basics And Measure Satisfaction
  • Supplemental Material
  • Related Research Documents

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