The survey also found that consumers are generally satisfied with customer service at e-commerce sites and that excellence in customer service has a notable impact on customer loyalty and spending. The survey addressed such issues as why consumers contact customer service, how long it takes to get their requests handled, and how satisfied they are. The good news for e-commerce retailers is that the majority of consumers who contact customer service are satisfied with the experience. But the key to providing customer service that keeps customers coming back is timely handling of customer requests. Consumers who do business over the Internet expect Internet speed when it comes to service.
Online consumers are willing to give sites up to a day to respond to and resolve their requests.
Immediate response is best, of course, but satisfaction with customer service and likelihood to repurchase from the site are still high as long as the issue is handled within 24 hours. The findings also stress the importance of resolving the customer service issue on the initial contact. Consumers who have their issues resolved after the first contact are twice as likely to repurchase from the site as those who have to contact customer service at least three times. Selling certain products online is more likely to prompt customer service contact than others. Consumers shopping for high-ticket items are the most likely to contact customer service.