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Market research
News Release from: IMRG | Subject: E-retail customer satisfaction
Edited by the Marketingservicestalk Editorial
Team on 25 March 2008
E-retail customer satisfaction remains
high
IMRG has released the results of its e-Customer Service Index (e-CSI) - the key industry indicator and benchmark of e-retail customer satisfaction.
The e-CSI is part of a joint venture with eDigitalResearch and Maximiles-operated ipoints.co.uk The Index is created by surveying a sample of the 1.9 million members from the ipoints.co.uk online coalition loyalty programme, which provides an active base of online shoppers across a wide range of different retailers, and follows previous e-CSI Index's issued in June and October 2007
This article was originally published on Marketingservicestalk on 21 Nov 2007 at 8.00am (UK)
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This quarter's research (carried out at the end of January) reveals that overall customer e-retail satisfaction remains high at 78 per cent, the same figure as October.
In fact, there were high levels of e-customer satisfaction across most aspects of e-retailing, with only a fraction of percentage point variations since October's research.
So in January, as in October, 80 per cent of e-customers were pleased with the navigation/usability of retailers websites, 76 per cent liked the product information available, 76 per cent were happy with the ability to find help on e-retailers websites and 73 per cent with response to their queries over the phone or via e-mail from e-retailers.
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There were small drops in satisfaction concerning web security from 76 per cent in October to 74 per cent in January, those happy with the range of goods and services available online fell from 84 per cent in October to 83 per cent in January, those pleased with prices online dropped from 79 per cent in October to 78 per cent in January, and satisfaction in e-retailer delivery fell from 80 per cent in October to 79 per cent in January.
Robert Barker, Chief Operating Officer at Maximiles, commented: "Overall customer satisfaction with shopping online remains strong.
"The recent negative publicity on consumer data security, due in part to the likes of the HMRC data loss, has no doubt played a role in increased e-customer concerns over online security.
"Also, expectations on some e-retailers around meeting the delivery target for Christmas, at what is a very busy time of year, have probably played a role in a tiny drop in the satisfaction rating for delivery.
"While the small falls demonstrate that there are still improvements to be made by e-retailers, the industry is starting to reach a level of maturity that makes it perfectly poised for continued growth in 2008".
The e-CSI Index also revealed that the numbers of consumers researching products and prices online prior to purchase in-store is increasing.
In January, out of a maximum score of ten (with ten being 'always using the internet prior to purchase' and one 'never') those purchasing books, CDs, music, games, videos/DVDs and software registered an average of 7.60 up from 7.39 in October and gifts registered an average of 6.65 up from 6.43 in October.
In fact, the numbers of consumers undertaking research online before purchasing in-store increased across all retail sectors apart from home and consumer electronics which experienced a tiny fall from 7.27 in September to 7.26 in January, and travel (flights, holiday) and tickets (cinema, events) which fell from 7.59 to 7.52.
James Roper, CEO at IMRG, said: "It's very encouraging to see that an increasing number of shoppers are using the internet to research products and costs between retailers across all retail sectors before they go in-store.
"This has no doubt been aided by consumers looking to make best use of their time when selecting Christmas presents and by the increasing popularity of price comparison websites.
"The beauty of the web is how it empowers consumers by providing real time information on goods and services, saving them valuable time, and ensuring healthy competition among retailers both on and offline.
"Overall, the high e-customer satisfaction levels during what is the busiest time of the year for e-retailers - the festive season - positions the e-retail industry in a strong position for further growth in 2008".
Chris Russell, Director at eDigitalResearch, added: "The Index clearly demonstrates that while the outlook for sales for online retailers remains bright consumer confidence with e-retailers still requires some improvement.
"Also, more and more consumers are going online to undertake research prior to purchase, making them more reliant on the web and therefore e-retailers for their shopping experience.".
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