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News Release from: IMRG | Subject: e-Customer Service Index
Edited by the Marketingservicestalk Editorial
Team on 19 June 2008
Increase in online customer satisfaction
Interactive Media in Retail Group 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 from two 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
This article was originally published on Marketingservicestalk on 21 Nov 2007 at 8.00am (UK)
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IMRG has released the results of its e-Customer Service Index (e-CSI) - the key industry indicator and benchmark of e-retail customer satisfaction.
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IMRG has released the results of its e-Customer Service Index (e-CSI) - the key industry indicator and benchmark of e-retail customer satisfaction.
It follows previous e-CSI Index's issued in October 2007 and January 2008.
This quarter's research (carried out in early May) reveals that overall customer e-retail satisfaction increased by 1 per cent from January to 79 per cent in May.
The biggest increases in e-customer satisfaction were in delivery, which increased from 79 per cent in January to 81 per cent in May, those happy in finding help on e-retailers sites up from 76 per cent to 78 per cent, and those satisfied with e-retailer customer service contact up from 73 per cent to 75 per cent.
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Up by a percentage point between January and May were those e-customers happy with the range of products available online to 84 per cent, those satisfied that online prices were competitive to 79 per cent, those pleased with the amount of information available on the e-retailer's website to 77 per cent and those happy with the navigation and usability to 81 per cent.
E-customer satisfaction with security on e-retailer websites remained at 74 per cent.
Robert Barker, Chief Operating Officer at Maximiles, commented: "These figures prove that e-consumers are becoming increasingly satisfied with all aspects the service provided by e-retailers.
"The strong increase in satisfaction in e-retailer delivery and customer service are particularly pleasing.
"With talk of the economy slowing, inflation increasing and overall consumer belt-tightening, it's good to see an increase in the number of consumers happy with the competitive prices, range of products available and information on products provided online.
"This means that in a challenging economic climate there is a real opportunity for e-retailers to really drive their business forward".
The index also revealed that the numbers of consumers preferring to shop online rather than in-store increased across virtually all industry sectors and product types.
Out of a maximum score of 10 (with 10 being always using the internet for purchase) those that purchase books, CDs, music, games, videos/DVDs and software registered an average of 7.85 in May up from 7.82 in January, Travel (flights, holiday, car hire) and tickets (cinema, events) went up to 7.28 in May compared to 7.10 in January.
In fact, even those products that are not traditionally purchased online have seen an increase.
Preference to shop online for clothing, footwear and jewellery increased from 4.06 in January to 4.25 in May; food drink and household supplies rose from 3.88 in January to 3.94 in May; and furniture, DIY and gardening grew from 4.30 to 4.34 in May.
Only in gifts was there a fall in preference to purchase online from 6.13 in January to 6.06 in May.
James Roper, CEO at IMRG, said: "In May's e-CSI Index it's interesting to see that preference to use the internet rather than going in store is increasing, in tandem with the overall increase in satisfaction with e-retailers.
"This is set against a backdrop of strong market growth, indicating that e-retailers are managing to cope with rising sales volumes while at the same time improving their quality of service.
"It's particularly encouraging that non-traditional online purchases such as clothes, food and drink are increasingly being sourced online.
"I expect to see this increase continue as consumers become more comfortable buying such products online, especially as they become tempted to take advantage of the very competitive prices available online in an uncertain economic climate.
"The decline in preference to purchase gifts can be partially explained because January's research covered the festive period, when demand for gifts was high".
Chris Russell, Director at eDigitalResearch, added: "The results clearly demonstrate that consumer confidence is growing in e-retailers.
With the credit crunch starting to bite it will be interesting to see how this impacts in consumer attitudes to e-retailing when we undertake research later in the year.".
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