Retail Sector Call Centres

Online retailing is clearly a successful innovation. Ten per cent of UK retail sales are now either made online or influenced by the web, according to research from IMRG. This totals £80 billion with 45 per cent of shoppers looking to increase online spending.

As a joint initiative, in 2008 Foviance and RXP have researched 25 leading UK retailers. We have used our ‘expert review’ methodology to look at both the online and offline customer support received during peak times - specifically in the run-up to Christmas and during the January Sales. We reviewed the Customer Experience through a combination of website usability analysis and contact by email and telephone recreating a typical customer journey.

Our research focused on a customer journey through the purchase cycle. The research was carried out pre and post Christmas when consumers are highly task orientated and so their goal was to buy a product that they had selected. Whilst they knew what they wanted, if for example the online system stated the item was out of stock then the customer would be prepared to accept an appropriate substitute if offered one. The role of Customer Support in this context is therefore to assist the customer toward the achievement of their goal – to purchase a product.

So to find out what role contact centres play in supporting online chanels for retailers, please download our free White Paper detailing our research findings.

Understanding Customer Experience

With increasing web and e-mail traffic, organisations need to ensure that the service they provide to a customer is seamless. Unfortunately many existing telephone call centres do not either have the technology capability or the Agent skills to become contact centres. It is not just about having the right technology, it is very much about the people as well.

As a retailer, one way that you can understand what Customer Experience is like is to undertake some Mystery Shopping. This is a practical method of research to identify what you or your competitors are really offering in terms of service or products. Researchers usually pose as customers to experience what it is like to be a customer of your organisation. Can you get through straight through the right person and are they knowledgeable and helpful in dealing with your enquiry?

We believe that good operational management within a centre should include regular mystery shopping exercise on both of your competitors and your own centre. Contact Us to find out more.