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RESEARCH, ANALYSIS & TRENDS

ing it on their websites. Retailers  86 companies took over 6 hours questions asked.
must have the agents in place to to reply to email – one sporting
staff chat sessions, if they are to goods retailer responded in 218  The top sector on chat was Flow-
engage with consumers efficiently. hours (over 9 days), another ers/Gifts, with 60% of companies
company answered in 48 sec- successfully answering through
The study also measured cross- onds. the channel. In contrast, just
channel. Only 14% of retailers deliv- 14% of Food/Drug and Health/
ered similar responses to the same  87% of companies advertised Beauty retailers dealt with a
question across 4 or more channels their Twitter handle, yet just 25% question via chat.
and 33% were completely incon- replied to a question sent via a
sistent, showing a failure to join-up tweet. Overall just 20% provided
the customer experience and make a satisfactory answer to the  Across all channels (web, email,
it seamless. question they were asked via social media and chat), the Mass
Market category came top, an-
Twitter.
Additional key findings included: swering 68% of all questions
asked. Toys/Hobbies was bot-
 There are growing gaps be- tom, providing successful re-
 99% of companies offered email, tween best and worst. On the sponses to just 47% of queries.◊
but only 81% of companies re- web, 34% of companies an-
sponded to an emailed mes- swered 80% or more of ques- Source: Eptica
sage. This meant 18% of them tions asked, yet 25% neglected
simply didn't answer their email to answer more than half of
queries.

16 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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