Companies losing 24% of online revenue due to poor customer experience
A study commissioned by Tealeaf has found that UK companies are losing about £14 million – 24% of possible revenue - a year due to poor online customer services.
The study showed that the main problems faced by businesses were a lack of understanding of the online experience of customers and a lack of multichannel approach to help when problems occurred.
In the survey of 491 global business professionals, 18% rated their understanding of online marketing experiences as ‘bad’ or ‘very bad’ and only 4% considered themselves ‘excellent’.
The research showed that 78% don’t know why people abandon their online shopping carts, and 76% only learn about problems on the website when complaints are made to the customer service team.
Only half of the businessmen questioned said that there were processes in place to priorities and fix issues customer face online, and only 36% check to see if problems passed on by the customer service team are fixed.
Geoff Galat, CMO of Tealeaf said: “This research demonstrates a clear link between online customer experience and revenue generation.
“Ebusinesses have much to gain from better online visibility, particularly at the bottom of the sales funnel, where conversion rates should be highest.
“A poor online user experience, coupled with a lack of visibility and understanding, translates into a significant amount of lost revenue as well as added costs due to increased inbound enquiries.”
This news comes at the same time as The Drum reported that 77% of customers fail to find good deals online.