News • 29.09.2017

Brands failing to deliver on chat customer experience

Only 15 percent of consumers are always happy with their chat services, an Eptica study finds

Photo: Person holding tablet computer with speech bubbles and the word...
Source: panthermedia.net / garagestock

Consumers increasingly want to use chat for customer service – but companies are failing to meet their changing expectations. Nearly three quarters (72 percent) of consumers say a good chat experience will make them more loyal – however only 15 percent say they are always happy with the service they receive. These are amongst the headline findings of the Eptica 2017 UK Chat Study, released today.

65 percent of consumers say they are happier using chat now compared to five years ago, but 69 percent complain of having to wait in queues, agents that don’t have access to the right information (60 percent) and being forced to repeat themselves multiple times (54 percent). Just 16 percent feel they get a personalised experience.

The Study, which combined consumer research with a real-world evaluation of chat use by UK brands, also found that consumers are open to using artificial intelligence (AI) powered chatbots, but only in certain circumstances. Nearly a third (29 percent) are happy to get basic answers from chatbots, but 77 percent want to chat with a human when they have more complex queries.

Chat services only partially implemented

Chat is coming of age, with 68 percent of people saying they’d use it instead of the telephone, email or social media, due to its real-time, conversational nature. Yet while nearly half (49 percent) of companies surveyed by Eptica claimed to offer chat, just 22 percent had it working when tested. Many brands seem to be switching it off when resources are tight, as well as failing to integrate it with other channels or centralised customer service knowledge bases, leading to a disjointed experience for consumers.

“When it comes to chat, consumer expectations are changing fast,” said Olivier Njamfa, CEO and founder, Eptica. “They value its real-time nature, and want to use it as a key part of multichannel conversations with brands. However, our study shows that companies have not kept up – they still seem to see it as a novelty, rather than the must-have that consumers demand. It is time for brands to move beyond Chat 1.0 by integrating it with the wider customer experience and using technologies such as artificial intelligence and Natural Language Processing to better understand queries and enabling meaningful conversations with consumers.”

Infographic: Eptica Infographic: The Changing Face of Chat; copyright: Eptica...
Source: Eptica

Proactive chat use can help solve customers’ problems faster

To evaluate the real-world chat experience, Eptica tested 100 leading UK brands on their ability to respond to questions asked via the chat channel, measuring speed, accuracy, context, personalisation and empathy. Results demonstrated the positive benefits of chat – it took just 2 minutes 14 seconds on average to get a response to a query, with 82 percent of replies successfully answering the question asked. However, with just 22 percent of companies having chat working when tested, brands are missing out on this vital opportunity to engage with consumers.

Consumers also value proactive chat, which offers help if they become stuck during a transaction. Nearly two thirds (64 percent) say they want brands to provide chat proactively, but only 46 percent feel they are offered it when they need it.

The Eptica 2017 UK Chat Study surveyed 1,000 consumers online on their attitudes to chat, as well as evaluating 100 leading UK brands. A full report, including the study results, graphics and best practice recommendations for brands to transform their chat operations is available at https://www.eptica.com/cfcuk.

Advertisement
Source: Eptica

related articles:

popular articles:

Thumbnail: Photo: Posiflex showcases stylish new product line

Company News • 21.02.2018

Posiflex showcases stylish new product line

Touch Screen Terminals and Self-Service & Interactive Kiosks at EuroCIS 2018

Thumbnail: Photo: Launching: TCP/IP enabled SMARTtill Solution®...

Company News • 06.02.2018

Launching: TCP/IP enabled SMARTtill Solution®

Enhance Retail POS with Mobile and Cloud

Thumbnail: Photo: Payment procedures: online retailers must customize the checkout...

E-commerce payments • 03.04.2018

Payment procedures: online retailers must customize the checkout experience

What PSD2 and the geoblocking ban mean for payment options in online stores

Thumbnail: Photo: The new multimedia shopping experience

Company News • 19.02.2018

The new multimedia shopping experience

Brick and mortar stores as showrooms for online retailers

Thumbnail: Photo: EuroCIS 2018 - Into the Cloud with AI

Company News • 19.02.2018

EuroCIS 2018 - Into the Cloud with AI

GK Software launches cloud4retail

Thumbnail: Photo: New software solution from Bizerba

Company News • 22.02.2018

New software solution from Bizerba

RetailOffice yields highest level of transparency

Thumbnail: Photo: Unified Commerce: Mapping all processes in real time...

Interview • 15.02.2018

Unified Commerce: Mapping all processes in real time

Avoid "frustrating stumbling blocks in the shopper experience”

Thumbnail: Photo: Paris Retail Week 2018

Event • 30.04.2018

Paris Retail Week 2018

A 4th edition dedicated to the theme of Smart Phygital

Thumbnail: Photo: SES-imagotag wins the Red Dot Award

Company News • 12.04.2018

SES-imagotag wins the Red Dot Award

Award for the new VUSION digital price tag

Thumbnail: Photo: Explore DataVan’s latest revolutionary retail solutions at EuroCIS 2018...

Company News • 23.02.2018

Explore DataVan’s latest revolutionary retail solutions at EuroCIS 2018

Self-checkout, universal tablet docking, and lightweight POS terminals

Supplier

Bizerba SE & Co. KG
Bizerba SE & Co. KG
Wilhelm-Kraut-Straße 65
72336 Balingen
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
Zebra Technologies Europe Limited
Zebra Technologies Europe Limited
Mollsfeld 1
40670 Meerbusch
Verifone GmbH
Verifone GmbH
Konrad-Zuse-Str. 19-21
36251 Bad Hersfeld
Elo Touch Solutions NV
Elo Touch Solutions NV
Kolonel Begaultlaan 1C11
3012 Leuven
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Checkpoint Systems GmbH
Checkpoint Systems GmbH
Ersheimer Str. 69
69434 Hirschhorn a. Neckar
favendo GmbH
favendo GmbH
An der Spinnerei 6
96047 Bamberg
InterCard AG
InterCard AG
Mehlbeerenstr. 4
82024 Taufkirchen b. München
GK Software SE
GK Software SE
Waldstraße 7
08261 Schöneck/Vogtland