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THE IMPORTANCE OF

MULTI-CHANNEL CONTACTAND SOCIAL MEDIA TO THE

CUSTOMER EXPERIENCE

R I G H T N O W R E T A I L S E C T O R R E P O R T

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Copyright 2009 RightNow Technologies, Inc.

S P O N S O R E D B Y

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EXECUTIVE SUMMARY

In August 2009, RightNow Technologies commissioned Loudhouse Research to investigate

in place for their customers. Are traditional methods of contact such as phone and email, still

the favourite channels of choice for consumers? How well has self-service been received by

consumers?

networking sites like Twitter, YouTube, and Facebook. What should retailers do to harness the

power of this newly popular channel of communication? Will retailers be seen as too Big Brother

if they suggest relevant products and services in response to a customers blog?

through the social web in order to resolve poor consumer experiences.

www.rightnow.com | +44 (0) 1628 511900

S P O N S O R E D B Y

THE IMPORTANCE OF

MULTI-CHANNEL CONTACT AND SOCIAL MEDIA

TO THE CUSTOMER EXPERIENCE

R I G H T N O W R E T A I L S E C T O R R E P O R T

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ONLINE CUSTOMER SERVICE EXPECTATIONS

With recent announcements suggesting internet shopping is increasing in

popularity year on year1 despite a tough economic environment, retailers

According to RightNow Retail Research 2009, consumer customer serviceexpectations are changing. In fact, when it comes to making that online

purchase, almost half of British consumers (49.7%) prefer to go it alone,

than more traditional methods of contact such as emailing or calling a

contact centre agent.

Nevertheless, the role of the customer service agent is not completely

defunct. British consumers also enjoy a good chat session. More than 64%

of those surveyed, who have used chat technology, said they would ratheruse this function than speak with an agent on the phone. Moreover, 69%

of consumers said they would prefer to use chat technology rather than

email.

Importantly, nearly three quarters (74%) of consumers stated that chat has

make a purchase immediately whilst a further 39.1% of consumers

purchase from the retailers site later on, suggesting a positive link between

chat and impact on the bottom line.

However, more than 60% of online shoppers would like to instigatethe session themselves rather than have a chat session instigated by the

company via a pop up.

Whilst UK consumers are happy that stores are opening multi-contact

channels to their customer care departments, more than half felt that

retailers are not always consistent with information over their multi-

Almost half of British consumers (49.7%)

prefer to self-serve rather than email(18.6%) or call into the contact centre(17.7%) when getting information abouta product or service they wish to purchaseonline

More than 8 out of 10 (81%) of 30 to34 year olds would prefer to use chat

technology via the retailers website thanphone through to the customer service

centreNearly 8 out of 10 (78%) of 25 to 29 yearolds would prefer to use chat technologyvia the retailers website than email thecontact centre

FAST FACT 1:

SELF-SERVICEWINS

FAST FACT 2:

CHAT

TECHNOLOGY:A CONSUMER

FAVOURITE

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increasing in popularity by 16% year on year

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www.rightnow.com | +44 (0) 1628 511900

SOCIAL WEB AS A CUSTOMER SERVICE CHANNEL

While the social web has made it easier for consumers to air their customer

experience grievances, the study also found that Brits are open to engaging

in service resolution dialogues with organisations via social networking

sites. Almost 60% of those surveyed said that if they posted a comment on

a social networking site, they would welcome contact from the organisation

suggesting relevant products or services.

organisations on the social web is a powerful endorsement for integrating

social networking sites with wider customer care programmes. Far from

being viewed as too Big Brother, more than three-quarters (77.9%) of

British consumers believe that organisations should listen to what

customers say about their products and services on the social web and

actually follow up with individuals who post comments.

organisations with a unique opportunity to foster goodwill among

consumers and, if done well, help increase revenue. By monitoring social

networking sites for positive consumer posts, a brand advocate can be

thanked and rewarded. Likewise, where a disgruntled consumer is

goodwill. In those scenarios, its reasonable to assume that the positive

77.9% of British consumers said; yes,organisations should listen to whatcustomers say about their products andservices on social networking sites andfollow up with those people

FAST FACT 3:

THE SOCIAL

WEB AND THE

VOICE OF THE

CUSTOMER

THE FUTURE OF CUSTOMER SERVICE

developments in their future customer care programmes.

needs to be second to-none if you are hoping to encourage customer loyalty. Also, the adoption and use of chat is fast becoming

a popular alternative to traditional methods of customer care such as email and phone so ensure that your customer care

department are able to take on this technology.

Multi-channel customer care is welcomed by the British consumers but must be consistent in its responses in order to provide

a superb customer experience. A central knowledge foundation is required if you are to ensure that customers requests across

multiple channels are not seen as individual incidents. If successful, British consumers are open to products and services being

Social media needs to be part of every retailers overall multi-channel customer care programme as the British become far more

savvy when airing their customer experiences online. Retailers need to take both a proactive and reactive position with social

media paying close attention to when and how to participate in the social web.

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METHODOLOGY

Loudhouse Research in September 2009. Quotas were set for age, gender,

population.

A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITHRIGHTNOW

We want our customers to get information when they need it and however

they want it. With RightNow, our customers will be able to self serve in a

24 x 7 environment on our websitemaking their experience a better one.

to deal with queries that require a personal touch.

Head of customer services, Charles Tyrwhitt Shirts

Customer care is central to everything we do. Usually a business of our

size might want to cut down on calls and emails from customers; our aimis quite the opposite. We want our customers to get the support that they

need at the time that they want it, and how they want it; for that, we feel

RightNow is the partner of choice and supports our aim to ensure every

customer has a superb experience with us, will recommend us to friends

and ultimately purchase from us again.

Managing Director, Tesco Tech Support

to meet and exceed our customers expectations helps us to earn the

place of trusted specialist within our customers mind enabling us to be

General Manager of the Customer Information Centre, Comet

C H A R L E S

J ERMYN ST R E E T

LONDON

T Y R W H I T T

J

www.rightnow.com | +44 (0) 1628 511900

J

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ABOUT RIGHTNOW TECHNOLOGIES

RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that

help consumer-centric organisations deliver great customer experiences.

Approximately 1,900 corporations and government agencies worldwide

depend on RightNow to better meet the needs of those they serve.

RightNow is headquartered in Bozeman, Montana. For more information,

please visit www.rightnow.com

RightNow is a registered trademark of RightNow Technologies, Inc.

NASDAQ is a registered trademark of the NASDAQ Stock Market.

J

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