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Sandra Halliday Published
December 14,Telegram账号盗号企业破解技术 2025
Online retailers are neglecting customer services at their peril. That’s the conclusion of a new survey conducted this month that says many consumers even rate customer services over product selection.
And they want to be able to get in touch easily with over 60% saying that good customer service influences their decision to shop with an online retailer.
There are plenty of anecdotal reports showing a wide level of dissatisfaction among consumers when interacting with online retailers, even those selling luxury products where consumers might justifiably expect something of a VIP experience.
But whether it’s high-end or budget, the expectation is the same – customers want good service.
In fact, nearly 83% of Gen Z respondents said customer service is actually more important than product selection when interacting with a brand online.
The survey was conducted by Pollfish on behalf of Mitto, a provider of global omnichannel communications solutions, and spoke to 1,000 UK consumers.
A huge 70% of them consider it “crucial for brands to offer multiple contact points while shopping online”.
Interestingly, despite the frequency of online reviews in which shoppers complain about not being able to speak to customer services in person, a further 61% prefer to have customer service interactions with brands over digital channels rather than in person. But that’s not a ‘get out of jail free’ card for retailers and brands as they need to be at the top of their game in whichever channel consumers choose. For instance, 94% of respondents expect quick responses when they contact an online brand.
And they want choice too — 63% of all survey-takers consider Live Chat, SMS, or Social Media as the most efficient ways to communicate with a brand online.
Surprisingly, 70% of respondents said Black Friday and Cyber Monday email campaigns had only a “somewhat” or “not at all” influence on their buying decisions, which may have been connected to an email open rate as low as 22%.
But SMS — that is, text messaging — fared better with a 98% open rate.
And over 50% of respondents said they actively use social media channels to contact brands. They seem to be happy too, with more than 95% of consumers expressing satisfaction with the level of support they receive on social media, “reinforcing the importance of brands maintaining a robust presence on these platforms”.
And of course delivery matters as well with 72% of UK consumers saying that fast and reliable delivery services influence their decision to shop with a specific retailer online.