UK brands are failing to improve the customer service they offer, answering under half (48%) of questions asked via the email, Twitter and web channels, according to a new study. Twitter is coming of age as a customer service channel with more questions answered accurately through social media than email for the first time, although companies failed to successfully respond to 59% of tweets and 61% of emails.
The Eptica Multichannel Customer Experience Study, released today, evaluated 100 leading UK companies on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to email, Twitter and chat, repeating research carried out since 2011. The research, from multichannel customer interaction management software provider @EpticaUK, aims to mimic the behaviour of ordinary consumers across digital channels.
The full Eptica Multichannel Customer Experience Study, which includes a detailed sector by sector breakdown of performance and full analysis, can be downloaded from http://www.eptica.com/mces_2015.