During the conference "Technology in the Retail Market" (March 26th, Kiev) Sergey Pashkovskiy, Service Director with 4Service Group, presented the results of the study “The Service Quality Expectations of Online Store Customers”.

Improve the quality of service in online shops

During the conference "Technology in the Retail Market" (March 26th, Kiev) Sergey Pashkovskiy, Service Director with 4Service Group, presented the results of the study “The Service Quality Expectations of Online Store Customers”.

The past few years have shown a clear growth trend in the number of Internet users both in cities and in towns. This growth is shown in the share of older online shoppers and in the assortment of goods sold on the Internet. The development of online retail gives rise to the expectations of Internet users. As the study by 4Service Group showed, online shoppers are often faced with several problems, the most common being: the absence of the pictured goods (displayed on the website but out of stock), a lack of information about the products on the website, and the difference between the quality of the product in the picture and in reality. Those who buy from online shops are also dissatisfied with bad delivery (late delivery, absence of home delivery), repayment problems, and unfriendly websites.
 

Improve the quality of service in online shops

Sergey Pashkovskiy pointed out that different stages of service can either deter clients from online shops or, to the contrary, increase their loyalty. It's as easy as taking customer expectations into account. For example, when waiting for an operator to call, 26% of customers want to be called within 30 minutes, 26% within 2 hours, 14% within half a day, 30% within a day, and only 5% of respondents are ready to wait for more than one day. In reality, service differs a bit from expectations. As the post-purchase poll of real online store customers showed, 12% of customers had to wait more than a day for a call and 8% did not get a call and had to make the call themselves. Thus, hypothetically, some customers could be lost, since 37% of online shoppers who don't receive a call will search for goods on another site.

In order to improve the quality of service in online shops, 4Service Group recommends studying user expectations regularly and performing service quality checks.

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