Call centre assistance represents an important aspect of e-commerce customer service, a new report highlights.
According to E-consultancy, providing a contact number during the online shopping process can foster trust in consumers, who are reassured that they can discuss any issues they may have with an adviser over the phone.
Such a strategy can be particularly useful in persuading users who have misgivings about e-commerce to buy online, the publication notes.
Travel agencies in particular may find that integrating call centre solutions proves "very useful for people who have any last minute queries before they book a holiday".
The publication points out that travel agent Thomas Cook does not display a contact number for customers booking holidays on its website, with users required to click on 'customer support' to receive e-contact centre details, which are "hidden" with an answer to a frequently asked question.
A recent study by broadband consultancy Point Click found that the proportion of the UK population who report using online shopping resources has remained steady at 69 per cent for a year and a half.
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