Online customer service reaches new low

Fashion retailers should seize the opportunities presented by social networking

Customer satisfaction with online service is “significantly lower” than it was six months ago, retreating back to 2006 levels, according to research published by trade body IMRG and eDigitalResearch.

Figures released by the e-Customer Service Index survey suggest that 78.3 per cent of online shoppers are happy with the standards of service provided. By comparison, the survey registered 79.6 per cent – an all-time high in customer satisfaction – in November 2008.

The study suggests that online fashion retailers look set to gain from price sensitivity, with half of the 2,000 consumers surveyed looking to spend the same or more on online fashion despite the recession in the next year.

But the sector could do more to increase its online service offering, as only two per cent of those polled were able to recognise a fashion brand that is active in social networking.

New media platforms such as Facebook and Twitter are used by 58 per cent of the respondents, but only four per cent were members of groups set up by fashion brands, while two per cent would associate brands with a social networking website.

Web site features that are likely to keep customers satisfied concern provision of advice and reassurance about purchases, says the study. Such services include outfit suggestions (mentioned by 43 per cent of those polled), recommendations (46 per cent) and customer reviews (40 per cent).

“Despite significant improvement in online retail customer service in general, consumer satisfaction with it is falling,” said IMRG chief executive James Roper.

“However, online will continue to grow in popularity. Most importantly, there still remains a huge opportunity for market leaders to engage with social networking, as there is hardly any consumer recognition of brands on these sites,” said Roper.

“As one of the most powerful media available at the moment, this is an opportunity waiting to be grasped.”