UK Online Retailers Selling Shoppers Short on Service

UK Online Retailers Selling Shoppers Short on Service

· Talisma audit highlights major disparities in level of customer service

· Health and Beauty retailers offer best overall experience

· Clothing and Accessories retailers failing to reach basic level of customer service

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London, UK – 20th June 2007 – An independent study has revealed that UK online retailers have a long way to go to improve their customer service if they are to reap the rewards of the burgeoning ecommerce market, set to reach £60 billion in 2012*. In a mystery shopper exercise, as many as 45% of retailers failed to reply to customer emails, with only 47% of those who did providing accurate and complete information in their response. The findings of the audit are highlighted in a report published today by customer service specialist Talisma, available to download at www.talisma.com/UKRetailAudit.

Talisma contacted 62 leading UK online retailers to ask the following questions: what are your shipment charges? and what credit / debit cards can I use to make a payment? The experience was assessed based on a range of customer service criteria, and each retailer awarded a score out of 100.

Health and Beauty retailers provided the best customer experience, with an average score of 65. All emails and phone calls were answered promptly, and accurate information given in all cases. The UK’s supermarket chains and toy retailers also fared better than average, achieving 55 and 56 points respectively.

In contrast, Clothing and Accessories retailers provided a pitiful level of service, with an average score of 45. Only 23% of emails were responded to and 31% of phone calls were unanswered. Shockingly, just 31% of retailers in this category provided accurate information via email.