Business Services Industry
Online shoppers want customer service throughout transaction process, says report
Internet Business News, Jan, 2000
INTERNET BUSINESS NEWS-(C)1995-2000 M2 COMMUNICATIONS LTD
Online shoppers seek and expect customer service at each step of the transaction process, according to a new report from research firm Forrester Research Inc.
The report identifies the customer service features that most impact customer satisfaction, including reactive and proactive initiatives. The three most critical components in reactive services are a well-staffed, responsive service organisation, a simple return process and easy order tracking. Effective proactive service involves providing the customer with unexpected features to increase shopping satisfaction, such as quality delivery, shipping options and detailed product information.
The study also revealed that 37% of all online buyers have requested customer service, while 90% consider good customer service to be critical when choosing a web merchant.
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