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The study looked at various aspects of website usability from the mystery shopper's perspective, and scores for each category rarely dipped much below 70%, expect for customer service. Telephone customer service Praise is due to Waitrose and House of Fraser, who scored 94.7% and 94% respectively. However, Game performed poorly with a score of just 50%, while River Island and ASOS didn't score at all, since they <a href="http://econsultancy.com/blog/4898-which-etailers-make-it-too-hard-to-phone-them">don't offer customers the option</a> of contacting them by telephone. Email contact Email offers an opportunity for providing convenient customer service for customers who would rather not use the phone, but several online retailers were found wanting in this area. While Next (92.3%) and House of Fraser (91.3%) topped the survey, 13 of the retailers scored less than 50%. Play.com and BHS don't even provide email contact options, while ASDA, Carphone Warehouse and OneStopPhoneShop are joint bottom on 33.3%. In the case of Carphone Warehouse, an email option can be found, but responses are only promised within four working days, which would be too slow for many customers. Also, it's necessary to fill in a form with name and address details before you are allowed to submit the form: <img alt="" height="354" src="http://farm3.static.flickr.com/2777/4075140625_726c2ea09c_o.jpg" width="460" /> At least you can actually find the email contact option on Carphone Warehouse, with OneStopPhoneShop, the <a href="http://www.onestopphoneshop.co.uk/contact-us">contact page</a> invites customers to email, but there is no link or email address provided, which makes it pretty useless. On the ASDA site, there must be an email address somewhere since the study awarded the site a mark for this, but good luck to anyone trying to find it. I gave up after a few attempts. It really shouldn't have to be that difficult. Top performing websites John Lewis, M&S and Next all scored over 90% overall in the survey, with Amazon, House of Fraser and New Look close behind. Occupying the bottom three places were e2save, very.co.uk, and Dixons. Best shopping basket <a href="http://www.newlook.co.uk/navigation/homepage.aspx">New Look</a> was praised for its 'best in class shopping basket' and its worth looking at as a best practice example: <img alt="" height="273" src="http://farm3.static.flickr.com/2688/4075945400_6a379817f6_o.jpg" width="460" /> The <a href="http://econsultancy.com/blog/2589-what-should-you-have-in-your-shopping-basket">essentials for shopping baskets</a> are all there, and What New Look does well to provide all of the information that customers need to know before entering the checkout process. Reassurances about site security and returns are shown clearly, as well as the delivery charges and accepted payment methods, while the contents of the basket can easily be edited. A good example of how this should be done.

The study looked at various aspects of website usability from the mystery shopper's perspective, and scores for each category rarely dipped much below 70%, expect for customer service. Telephone customer service Praise is due to Waitrose and House of Fraser, who scored 94.7% and 94% respectively. However, Game performed poorly with a score of just 50%, while River Island and ASOS didn't score at all, since they <a href="http://econsultancy.com/blog/4898-which-etailers-make-it-too-hard-to-phone-them">don't offer customers the option</a> of contacting them by telephone. Email contact Email offers an opportunity for providing convenient customer service for customers who would rather not use the phone, but several online retailers were found wanting in this area. While Next (92.3%) and House of Fraser (91.3%) topped the survey, 13 of the retailers scored less than 50%. Play.com and BHS don't even provide email contact options, while ASDA, Carphone Warehouse and OneStopPhoneShop are joint bottom on 33.3%. In the case of Carphone Warehouse, an email option can be found, but responses are only promised within four working days, which would be too slow for many customers. Also, it's necessary to fill in a form with name and address details before you are allowed to submit the form:  <img src="http://farm3.static.flickr.com/2777/4075140625_726c2ea09c_o.jpg" alt="" width="460" height="354" /> At least you can actually find the email contact option on Carphone Warehouse, with OneStopPhoneShop, the <a href="http://www.onestopphoneshop.co.uk/contact-us">contact page</a> invites customers to email, but there is no link or email address provided, which makes it pretty useless. On the ASDA site, there must be an email address somewhere since the study awarded the site a mark for this, but good luck to anyone trying to find it. I gave up after a few attempts. It really shouldn't have to be that difficult. Top performing websites John Lewis, M&S and Next all scored over 90% overall in the survey, with Amazon, House of Fraser and New Look close behind. Occupying the bottom three places were e2save, very.co.uk, and Dixons. Best shopping basket <a href="http://www.newlook.co.uk/navigation/homepage.aspx">New Look</a> was praised for its 'best in class shopping basket' and its worth looking at as a best practice example: <img src="http://farm3.static.flickr.com/2688/4075945400_6a379817f6_o.jpg" alt="" width="460" height="273" /> The <a href="http://econsultancy.com/blog/2589-what-should-you-have-in-your-shopping-basket">essentials for shopping baskets</a> are all there, and What New Look does well to provide all of the information that customers need to know before entering the checkout process. Reassurances about site security and returns are shown clearly, as well as the delivery charges and accepted payment methods, while the contents of the basket can easily be edited. A good example of how this should be done.

2009-11-04T18:43:27+00:00

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While a study of 46 leading e-commerce sites found overall performance to be satisfactory, with average scores ranging from 76% to 90%, many etailers still need to improve on customer service. The <a href="http://www.edigitalresearch.com/news/item/nid/191836433">eRetail Benchmark Study</a> from <a href="http://econsultancy.com/directories/suppliers/edigital-research">eDigital Research</a> used mystery shoppers to assess the usability of leading online retail sites in the UK. Customer contact by email and phone are two areas where some retailers performed poorly.

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The <a href="http://econsultancy.com/reports/e-commerce-statistics">E-commerce Statistics</a> document is a comprehensive compilation of internet statistics and online market research with data, facts, charts and figures that are ideal for presentations, business cases or client pitches, RFPs and understanding the marketplace as a whole. We have aggregated as much data, research and resources together in this one place, to help you quickly find the relevant statistics or information about e-commerce that you need.

The <a href="http://econsultancy.com/reports/e-commerce-statistics">E-commerce Statistics</a> document is a comprehensive compilation of internet statistics and online market research with data, facts, charts and figures that are ideal for presentations, business cases or client pitches, RFPs and understanding the marketplace as a whole. We have aggregated as much data, research and resources together in this one place, to help you quickly find the relevant statistics or information about e-commerce that you need.

Online retailers still need to work on customer service false

2009-11-05T12:26:18+00:00

online-retailers-still-need-to-work-on-customer-service

2009-11-05T12:26:18+00:00

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