IMRG e-CSI reveals customer satisfaction

Interactive Media in Retail Group (IMRG) has released the results of its E-Customer Service (e-CSI) Index.

The research, a joint venture with eDigitalResearch and Maximiles-operated ipoints.co.uk, is considered a key industry indicator and benchmark of e-retail customer satisfaction.

Carried out in early August among two million members on the ipoints.co.uk online coalition loyalty programme, the research also asked questions about Christmas shopping habits in 2008.

Highlighting the current economic slowdown as the key influencing factor, 68 per cent of shoppers said they are more likely to shop online for Christmas presents this year, with 77 per cent of shoppers planning to carry out about half or more of their Christmas shopping online (in 2007 it was 56 per cent).

This is influenced by the belief in the competitive prices available online, with 79 per cent of respondents satisfied with the competitive pricing available from e-retailers.

The research also highlights that the internet is becoming increasingly important as a tool for research before purchase and for driving consumer choice.

86 per cent of shoppers surveyed said they will research Christmas shopping options online before buying in-store, and 59 per cent stated they plan to research gift options in-store before buying online.

The research also reveals that 58 per cent of respondents are looking to start their Christmas shopping earlier this year, to spread the cost, citing the economic slowdown as the main reason.

Overall, the e-CSI Index reveals the number of respondents satisfied with shopping online is at 79 per cent, with those happy with the delivery of products by online retailers at 80 per cent, and the number of those pleased with the range of products available online at 84 per cent.

In addition, 74 per cent are satisfied with security offered by web retailers and 76 per cent are happy with the help available on websites provided by online retailers when they have a query.

James Roper, chief executive officer at IMRG, said: 'Christmas can be an expensive time of the year, and this year it will feel particularly so for many who are being squeezed in the economic slowdown.

'Therefore, it's great to see the high levels of awareness among Christmas shoppers on the competitive pricing available online, an increase in those turning to e-retailers over the festive season and a strong satisfaction rating in the online shopping experience, especially delivery.' Robert Barker, chief operating officer at Maximiles, added: 'The research reveals online retailers are in a strong position to benefit from a potentially bumper Christmas, particularly as shoppers are generally very satisfied with their online experience.

'However, it is important that e-retailers look to deliver added value in a sluggish economy.

'This means offering tangible rewards and offers to encourage increased customer retention and future spend.' Chris Russell, director at eDigitalResearch, said: 'While customer satisfaction is currently high, e-retailers shouldn't become complacent.

'With the demand for internet shopping set to reach a record high this Christmas, e-retailers need to ensure that they have the appropriate resources available to respond promptly to customer requests.

'Customers often e-mail product or delivery queries before they decide to purchase online and it is important that these queries are answered within 24 hours in order to ensure satisfaction and boost loyalty.'.

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