WWW.MEDIAPOST.COM
76 Seconds Or Out
by Jack Loechner, Tuesday, November 26, 2013 6:15 AM
According to LivePerson, in its second annual “Connecting with Customers” research, today’s consumers want access to information and support instantly, and if they don’t
find what they need quickly, they will look for it somewhere else. The study finds that, on average, consumers won’t wait more than 76 seconds if they need help during their online journey.
There is room for improvement, says the report, as 58% of consumers are frustrated by poor quality service online. Consumers are quick to look elsewhere when they feel their expectations are not
being met, says the report, showing that 49% of consumers continue to find websites difficult to navigate, with 33% struggling to seek help or locate customer service. The research shows that much
room for improvement remains. Consumers are abandoning online purchases and transactions due to frustrations that could easily be remedied, opines the report. Reason For Abandoning An Online PurchaseReason For
Abandoning% of Respondents Unexpected delivery costs 65% Lack of information about product / service / delivery 57% Website difficult to navigate / can't find what I'm looking for 53% Do not trust the
website / security concerns 53% Checkout problems 45%
Complicated registration / login process 43% Want to ask a
question - can't find the answer 41% Technical issues, such as slow website or unavailable pages
41% Disruptive experience 37% Difficulty in getting any help / customer service on the website 35%
Source: LivePerson, November 2013 Every interaction with a brand can either drive customer loyalty, or lead to abandonment to a competitor, says the
report. The repercussions of a negative digital experience have never been higher, and the result of a positive experience is becoming increasingly more valuable. 84% of online users say brand trust
is a result of a positive online experience. In addition, the vast majority say that a positive online experience makes it more likely for them to complete the purchase with the company and to buy
from a company again
- 78% of consumers agree that they are more likely to be loyal to companies that give them a great experience and service online
- 88% say that, when help is
needed, live chat makes both the overall digital experience and perception of the company better
- The result of a poor online interaction with a brand is abandonment of the transaction (45%),
a negative perception of the company (45%), loss of trust (43%), and loss of a customer to an alternative website (41%)
It’s no surprise that consumers want to reach their goal
online in the fastest and most convenient way possible, observes the report. The window of expectation for timely assistance is growing narrower, making it essential to have the right engagement
strategy in place and ready the moment a consumer arrives at the site. 73% of consumers stated speed and efficiency was the number one factor in creating a great online experience:
- Online consumers want access to real-time help in an average of 76 seconds or else they will seek alternatives away from the site
- 77% agree that when they’re online, they want to
get things done as quickly as possible
Factors For A “Great” Online
Shopping ExperienceFactor% of Respondents
Getting my issue resolved quickly 73% Getting my issue resolved
in a single interaction 53% Dealing with a friendly customer service representative 44% Being able to follow up with the same person if necessary 38%
Providing me with customized offers / discounts 33% Being able
to record, print or save a copy of any interaction with the company / brand 30% Having some follow-up
after my enquiry to ensure I am satisfied 25% Being able to multi-task while my issue is being solved
25% Having a personalized experience 22%
Not having to speak to someone 21% Being able to access help via a mobile
device 14% Being provided media tools such as how-to videos, product demos etc. for purchases
13% Being able to access help via social media sites 6%
Source: LivePerson, November 2013 While consumers are growing increasingly adept and self-sufficient online, identifying
the key moments where they may require additional support during their digital journey is essential, and can mean the difference between winning a customer or losing a sale. The most common occasions
for needing help with a website are having a question about a specific product/service, trouble making a purchase, or post-purchase queries.
Stages Where Assistance Is Most Needed In Order Of The Buying ProcessStage of Buying
Process% Who Need Assistance Want to open /register for an account
8% Have trouble logging into an account 26%
Have a question about a specific product or service you are interested in purchasing 42% Have trouble
making a purchase 35% Have trouble making a transaction 24% Want help on an existing purchase or account 19% Want to check the status of an order 19% Want to manage your account or pay a bill
9% Have a problem with the product or purchase after purchasing it 35% Want to make a complaint 27% Want to
cancel or terminate an account 22%
Source: LivePerson, November 2013
The report concludes that if brands deliver a positive digital experience, the results extend far beyond a successful purchase or transaction, and create a greater
opportunity to build strong and long-lasting customer relationships, translating to greater revenue and brand value for businesses. The study also demonstrates that today’s digital
consumers have very specific needs and high expectations when it comes to their online experience. They want their questions and issues resolved simply, quickly and within a single
transaction. For
additional information from LivePerson, please visit here.