Customer Service: What Consumers Want

eMarketer

24 August 2001

According to an August 2001 study commissioned by WorldCom and executed by Modalis Research Technologies [ http://www.modalis.com/ ], 90% of US consumers have used the telephone to obtain customer service, but only 46% grade its effectiveness with high satisfaction. The study finds, however, that 12% of consumers have used an online chat for help and 62% grade it with high satisfaction.

Large differences also exist between the usage and satisfaction level for instant messaging customer service (6% and 45%, respectively) and help obtained via a mobile or wireless internet device (4% and 36%, respectively).

Modalis surveyed 1,000 US consumers between April and May 2001 and found that 98% of respondents have used the internet for some form of customer service help. The most popular customer service element consumers desired on a company’s website was the general telephone number — 86% sought the number online.

WorldCom says that US businesses should integrate different forms of communication between customer and company into their already existing structures. It notes that 56% of respondents think that the internet provides most answers, but it is sometimes necesssary to talk to an actual person.

Findings in eMarketer’s eCommerce: B2C Report support the trends noted by WorldCom/Modalis. Cyber Dialog determined in 2000 that 55% of US online shoppers thought toll-free calls to a customer service representative were “extremely helpful,” and 23% felt the same about an FAQ section on a company’s site. An Indiana University/KPMG study reported that in 2000, 79% of US online shoppers considered toll-free telephone access a “must have” customer service feature.

eMarketer reported that in the beginning of 2001, the number one reason US internet users did not buy online was because customer service options were slow, poor or non-existent. Need to revamp your website’s customer service? For B2C trends and strategies, get eMarketer’s eCommerce: B2C Report [ http://www.emarketer.com/ereports/ecommerce_b2c ].

Copyright 2001