Customers still demand interaction with real people, says research.

Companies which fail to provide telephone interaction, risk alienating customers according to research commissioned by Ivomo.

 

The research findings, revealed at the show, suggest nearly 40% of customers insist on purchasing by telephone rather than online.

Nick Wiley, CEO of Invomo, said: “Companies that only have a web strategy for servicing orders could be missing out on a significant proportion of business. 

Making sure customers don’t have to hunt the length and breadth of a web site for a contact number and offering a ‘call me back’ option could be a good start to reduce lost orders. Looking beyond short term fixes, how many companies’ web and call centre operations are gearing up to customers who want their suppliers to really earn their loyalty and have faith in their own ability to deal with these street wise callers?”

The research, conducted by OnePoll during September, on 3,000 consumers over 18, show that more than a quarter were more confident of ordering through a call centre than online and 20% found it more convenient to call than using the internet.

Delegates can pick up the full report from the Invomo stand at the show.

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