SPONSORED BY

RIGHTNOW RETAIL SECTOR REPORT

U K 2 009

THE IMP OR TAN CE OF

MULTI -C HA NNE L CON TAC T
AND SOC IAL MED I A T O T HE
CUS TOM ER E XPE R I ENC E

Copyright 2009 RightNow Technologies, Inc.

SPONSORED BY
RIGHTNOW RETAIL SECTOR REPORT
U K 2009

TH E IMP OR TANCE OF
MULTI-CHANNEL CONTACT AND SOCIAL MEDIA
T O T HE C US T OMER EXP ER IENCE

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 customer’s blog?

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

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

ONLINE CUSTOMER SERVICE EXPECTATIONS
With recent announcements suggesting internet shopping is increasing in
popularity year on year1 despite a tough economic environment, retailers
FAST FACT 1:
According to RightNow Retail Research 2009, consumer customer service
expectations are changing. In fact, when it comes to making that online
SELF-SERVICE
purchase, almost half of British consumers (49.7%) prefer to go it alone,
WINS
Almost half of British consumers (49.7%)
than more traditional methods of contact such as emailing or calling a prefer to self-serve rather than email
contact centre agent. (18.6%) or call into the contact centre
(17.7%) when getting information about
Nevertheless, the role of the customer service agent is not completely a product or service they wish to purchase
defunct. British consumers also enjoy a good chat session. More than 64% online
of those surveyed, who have used chat technology, said they would rather
use 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 FAST FACT 2:

purchase from the retailer’s site later on, suggesting a positive link between
chat and impact on the bottom line. CHAT
However, more than 60% of online shoppers would like to instigate
the session themselves rather than have a chat session instigated by the
TECHNOLOGY:
company via a pop up.
A CONSUMER
Whilst UK consumers are happy that stores are opening multi-contact
channels to their customer care departments, more than half felt that FAVOURITE
retailers are not always consistent with information over their multi- More than 8 out of 10 (81%) of 30 to
34 year olds would prefer to use chat
technology via the retailer’s website than
phone through to the customer service
centre
Nearly 8 out of 10 (78%) of 25 to 29 year
olds would prefer to use chat technology
via the retailer’s website than email the
contact centre

increasing in popularity by 16% year on year

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.
FAST FACT 3:
THE SOCIAL
WEB AND THE
organisations on the social web is a powerful endorsement for integrating
social networking sites with wider customer care programmes. Far from

VOICE OF THE
being viewed as too ‘Big Brother’, more than three-quarters (77.9%) of
British consumers believe that organisations should listen to what

CUSTOMER
customers say about their products and services on the social web and
actually follow up with individuals who post comments.

77.9% of British consumers said; yes,

organisations with a unique opportunity to foster goodwill among organisations should listen to what
consumers and, if done well, help increase revenue. By monitoring social customers say about their products and
networking sites for positive consumer posts, a brand advocate can be services on social networking sites and
thanked and rewarded. Likewise, where a disgruntled consumer is follow up with those people

goodwill. In those scenarios, it’s reasonable to assume that the positive

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.

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

RightNow is a registered trademark of RightNow Technologies, Inc.
NASDAQ is a registered trademark of the NASDAQ Stock Market.

METHODOLOGY
ABOUT RIGHTNOW TECHNOLOGIES
Loudhouse Research in September 2009. Quotas were set for age, gender,
RightNow (NASDAQ: RNOW) delivers on demand CRM solutions that
help consumer-centric organisations deliver great customer experiences.
population.
Approximately 1,900 corporations and government agencies worldwide
depend
A HANDFULon RightNow to better
OF THE MANY meet the
RETAIL needs of those
COMPANIES THATthey serve.WITH
WORK
RightNow
RIGHTNOWis headquartered in Bozeman, Montana. For more information,
please visit www.rightnow.com
“We want our customers to get information when they need it and however
they want it.
RightNow is With RightNow,
a registered our customers
trademark will Technologies,
of RightNow be able to self serve
Inc. in a
24 x 7 environment
NASDAQ on our
is a registered website—making
trademark their experience
of the NASDAQ a better one.
Stock Market. CHARLES
T YRWHIT T

JERMYN STREET

METHODOLOGY
LONDON

to deal with queries that require a personal touch.”

–Head of customer services, Charles Tyrwhitt Shirts
Loudhouse Research in September 2009. Quotas were set for age, gender,
“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 aim
population.
is quite the opposite. We want our customers to get the support that they
A HANDFUL
need OF that
at the time THE they
MANY wantRETAIL
it, andCOMPANIES
how they want THAT WORK
it; for that, WITH
we feel
RIGHTNOW
RightNow is the partner of choice and supports our aim to ensure every
customer
“We wanthas
ouracustomers
superb experience with us, will
to get information whenrecommend
they needusitto friends
and however
and ultimately purchase from us again.”
they want it. With RightNow, our customers will be able to self serve in a
–Managing
24 Director,on
x 7 environment Tesco
our Tech Support
website—making their experience a better one. CHARLES
T YRWHIT T

JERMYN STREET
LONDON

to deal with queries that require a personal touch.”

–Head
to meetofand
customer services,
exceed our Charlesexpectations
customers’ Tyrwhitt Shirts
helps us to earn the
place of trusted
“Customer care specialist
is central within our customers’
to everything mind enabling
we do. Usually us of
a business to our
be
size might want to cut down on calls and emails from customers; our aim
–General
is quite theManager
opposite.of We
the want
Customer Information
our customers Centre,
to get Cometthat they
the support
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
CHARLES
T YRWHIT T

JERMYN STREET
LONDON

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

place of trusted specialist within our customers’ mind enabling |us+44
www.rightnow.com to be
(0) 1628 511900

–General Manager of the Customer Information Centre, Comet

CHARLES
T YRWHIT T

JERMYN STREET
LONDON

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

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.

METHODOLOGY

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

population.

A HANDFUL OF THE MANY RETAIL COMPANIES THAT WORK WITH

RIGHTNOW
“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 website—making their experience a better one. CHARLES
T YRWHIT T

JERMYN STREET
LONDON

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 aim
is 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

CHARLES
T YRWHIT T

JERMYN STREET
LONDON

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

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