Online shopping customers appreciate the opportunity to speak with a call centre representative about their purchase, a new study suggests.
E-commerce websites that lack e-contact centre details were cited as one of the top frustrations associated with online shopping by 23 per cent of people surveyed by Opinion Research Corporation last month.
Just under a quarter of those polled claimed they would welcome the chance to discuss their purchase with a member of staff.
"This suggests that there is ample opportunity to create competitive differentiation and to establish best practice in the online shopping space," said the company's Linda Shea.
Other frustrations that emerged during the study included e-commerce sites that failed to clearly display their returns policies, as well as sites that malfunctioned during the payment processing stage.
And receiving their item only to find it did not resemble its image on the web was a big problem for 24 per cent of those surveyed.
E-commerce success can be achieved with "better merchandising and customer facing operations", a recent E-consultancy report found.
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