Research finds just 33 per cent of tweets answered successfully by retailers

UK retailers are performing poorly on social media for
customer service, but are becoming more effective at answering email enquiries.
This is according to the Eptica Multichannel Customer Experience Study, which
found that email was the best performing channel for retail service, with 63
per cent of questions answered, ahead of websites, which successfully provided
answers to 60 per cent of routine queries. Twitter brought up the rear, with
just 33 per cent of queries answered effectively.

The research also reveals that retailers are not providing
consistent information or service across multiple channels with only 13 per
cent providing similar answers to the same question.

The study evaluated 40 leading UK retailers, split between 4
sectors (food & wine, consumer electronics, entertainment and fashion). It
replicated consumer behaviour by measuring them on their ability to provide
answers to ten routine questions via the web as well as their speed and
accuracy when responding to email, Twitter and web chat.

Eight out of ten (83 per cent) retailers in the sample were
on Twitter, although only 33 per cent responded successfully to tweeted
questions. The average Twitter response time was 13 hours 10 minutes, not
helped by one retailer taking over 76 hours to answer. Removing this straggler
more than halved the average to 6 hours 44 minutes.

Email saw noticeable improvements. 75 per cent of retailers
responded to a question sent to them – though less than two thirds (63 per
cent) answered it successfully. The speed of email response has improved
dramatically to an average time of 35 hours and 43 minutes – over one day less
than the average email response time (66 hours 52 minutes) in a similar Eptica
study in 2012.

Retailers topped the overall study when it came to answering
questions on the web but were also bottom of the sectors surveyed – fashion
scored an average of 79 per cent while entertainment and electronics retailers
managed only 52 per cent The overall retail average was 60 per cent, up from 53
per cent last year, but this means that 40 per cent of questions are still not
answered online. The range of responses showed a real gulf between best and
worst – 10 per cent of retailers (4 companies) scored 9 or 10, while 17.5 per
cent (7 companies) were only able to answer 3 or fewer questions.

Despite the move to multichannel, Eptica’s analysis reveals
retailers are failing to deliver choice. Just under three quarters (73 per
cent) offered email and Twitter alongside their websites, and only two (5 per
cent) provided web chat as well. Consistency was poor, with just 13 per cent of
retailers providing similar answers on two channels. Two fashion retailers gave
conflicting answers on Twitter and email – denying the existence of an ethical
sourcing policy on one channel, and providing a link to it on another.

There was also evidence of inconsistency in performance
between different channels. The electronics retailer that answered an email in
7 minutes took 76 hours to reply on Twitter to the same question.

At the time of the research, just 3 of the retail companies
(8 per cent) had web chat deployed, although others advertised it on their web
sites and simply did not have it working at the time or have introduced it
subsequently. Those that did offer chat, principally electronics retailers,
benefited from its speed and flexibility – 83 per cent of interactions received
satisfactory answers in an average time of 4 minutes.

“The retail sector has been revolutionised by the expansion
of digital channels, meaning retailers have to answer more questions, across
more channels, than ever before,” said Olivier Njamfa, CEO and Co-founder,
Eptica. “However, our study shows that, while some retailers are leading the
way, many are failing to deliver fast, accurate responses and consistency
across channels.”

“Most retailers are already planning for Peak 2014, but
before going into IT lockdown there is still a chance to review the study
results and act on our recommendations around benchmarking performance,
increasing engagement and driving efficiency to deliver improved revenues this
Christmas.”

The full findings, highlighting how the retail sector
performed within the Eptica Multichannel Customer Experience Study, along with
recommendations for areas to focus on, are available in the Eptica Retail
Guide, which can be downloaded from
http://www.eptica.com/Retail-Multichannel-Study-2…

Eptica Multichannel Customer Experience Study methodology

As part of the Eptica Multichannel Customer Experience
Study40 retail company websites from four sectors (food & wine, consumer
electronics, entertainment and fashion)were evaluated in 5 areas:

For their ability to answer ten basic, sector-specific
questions via their website. These included (below are sample sector-specific
questions):

FOOD RETAILERS

Can I add items to an order before it is delivered?

Can I order online and pick instore?

FASHION RETAILERS

Can I return items bought as presents?

Do you have an ethical sourcing policy?

ELECTRONICS RETAILERS

Can I order online and pick up instore?

Do you offer finance facilities?

ENTERTAINMENT

Will you gift wrap my order?

Can I amend an order?

On the speed and accuracy of their response via their email
channel

On the speed and accuracy of their response to a directly
tweeted question

For their ability to answer a question through web chat (if
offered)

On the consistency of response across digital channels
(email, Twitter and web chat).