UK firms need to improve the way in which they integrate online and offline telecommunications channels, a new study indicates.
Research from Foviance & RXP has found that too few retailers are making the online shopping experience as smooth as possible by seamlessly combining email and telephone services in e-contact centres, reports Call Centre Focus.
The company's survey of 25 retailers found that while a wide range of strategies were employed by most stores, a number of drawbacks prevented their success.
"Multi-channel is high on many retailers' agendas, but so far the solutions have only extended to simply creating additional channels rather than designing an integrated customer experience," claimed Foviance's chief executive officer Paul Blunden.
One retailer failed to respond to all email and phone queries as Christmas approached, while another required users to register before they could email enquiries.
In related news, a recent study by Transversal found that 54 per cent of the 100 e-contact centres emailed by the firm gave inadequate responses.
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