×
1 575
Fashion Jobs
ESTÉE LAUDER
Global Consumer Marketing Manager jo Malone London
Permanent · London
ESTÉE LAUDER
la Mer - Business Manager - Fenwick, Bracknell - 24 Hours / 4 Days - Part-Time Permanent
Permanent · Bracknell
MARSHALLS
71 Retail lp Detective
Permanent · Los Angeles
LINDA FARROW
Optical Key Account Manager
Permanent · LONDON
LINDA FARROW
After Sales Executive (German And French Speaking)
Permanent · LONDON
LINDA FARROW
Trade Marketing Manager
Permanent · LONDON
SHISEIDO
Bareminerals Account Manager - Boots Bracknell (37.5 Hours)
Permanent · Bracknell
SHISEIDO
Bareminerals Account Manager - Boots Stratford (37.5 Hours)
Permanent · London
SHISEIDO
Nars Business Manager - Fenwick Newcastle (37.5 Hours)
Permanent · Newcastle upon Tyne
SHISEIDO
Account Manager - Boots Hammersmith (22.5 Hours)
Permanent · London
GUCCI LIMITED
Gucci Stock Manager
Permanent · LONDON
NIKE
Purpose Marketing Manager, London
Permanent · London
NIKE
Agile Marketing Manager, London
Permanent · London
ESTÉE LAUDER
Clinique - Consultant - Lisburn, Boots - 30 Hours - Full Time, Permanent
Permanent · Lisburn
ESTÉE LAUDER
Clinique - Consultant - Edinburgh, John Lewis- 37 Hours - Full-Time, Permanent
Permanent · Edinburgh
ESTÉE LAUDER
Demand Planner - The Estée Lauder Companies
Permanent · London
SHISEIDO
Bareminerals Account Manager - Boots, Edinburgh Gyle (30 Hours)
Permanent · Edinburgh
SHISEIDO
Laura Mercier Account Manager - Harvey Nichols Manchester (37.5 Hours)
Permanent · Stretford
SHISEIDO
Bareminerals - Account Manager (30 Hours)
Permanent · Edinburgh
V. F. CORPORATION
Manager, Strategic Accounts - Dickies Emea
Permanent · LONDON
VANS
Credit Controller - Spanish Speaking - Vans
Permanent · CALVERTON
VF INTERNATIONAL
Multilingual Credit Controller - Key Accounts (English Plus Any European Language)
Permanent · CALVERTON
Published
Aug 25, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Shoppers willing pay more for top customer service, omnichannel experience key - report

Published
Aug 25, 2021

Consumers are willing to spend 9% more on a product if they receive superior customer service, according to new research from cloud-based contact centre technology provider Puzzel.


Photo: Pexels


Its ‘Retail Smart Guide: Tips for delivering smarter shopping experiences’, which surveyed 1,000 UK consumers in July, reveals how shopping behaviours and customer expectations have changed since the Covid-19 pandemic.

The key finding is that consumers want an omnichannel experience. Amid reports that 58% now plan to do all or most of their shopping online (an increase of 23% since before the pandemic), in-store experiences “remain a vital part of a retailer’s multi-channel offering”, it said.

Some 21% of shoppers selected in-store as their preferred channel for customer service, closely followed by e-mail (18%), live web chat (16%) and voice calls (14%). Further, 35% of respondents feel in-store customer service representatives are most trustworthy, with just 25% selecting online channels as their most trusted route for customer support.

“To improve trust in their digital channels, retailers must ensure every touchpoint is capable of delivering a seamless, secure and consistent service experience”, the report advised.

With new electronic communication tools having been developed during the pandemic, customers are realising their benefits for shopping and customer service. Over half (54%) of the consumers who had used video calls for customer service reported a positive experience.

However, with 57% reporting they've never used the channel in this way before, there’s clearly growth potential for retailers to deploy new technology.

Meanwhile, trust in a retailer is also paramount with customers now expecting retailers to know exactly what they want, when they want it, where it needs to be delivered and how.

Indeed, three quarters (76%) of shoppers said they expected a personalised customer experience, with 46% saying it was frustrating when they had to repeat a request. Thirty-five per cent said they expected customer service agents to have immediate background knowledge on their query, and 23% wanted the ability to move between channels without disruption.

However, 55% of UK shoppers said they were not comfortable granting brands and retailer’s permission to collect their data. This desire for personalised service, yet hesitancy to provide brands with their personal details "paints a challenging picture for retailers and underlines the importance of building stronger relationships with customers".

“The pandemic saw almost everything in-store move online and as such, customer behaviours and expectations around the retail experience and customer service changed”, said Jonathan Allan, chief marketing officer at Puzzel.

“Despite largely positive experiences during the pandemic, our research reveals a clear requirement for retailers to deliver more personalised customer service, across a broad range of channels, in-store and online".

He added: “There’s also a clear appetite for more human experiences, demonstrating the potential value in re-creating that in-store experience across digital platforms. The future of retail is hybrid, and the brands that can provide these smarter, connected experiences, will thrive post-pandemic and beyond”.

Copyright © 2021 FashionNetwork.com All rights reserved.