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5 key stats that prove the significance of customer care

26th November 2020 Print

Consumer insight and reviews giant Feefo has recently undertaken a survey of 2,000 UK shoppers to shed light on consumer behaviours, thought processes and opinions on the customer experience when making purchases online.

The survey results suggest that there is generally growing demand for a positive relationship between consumers and online retailers, with results showing several key stats that indicated the importance of delivering great customer care at all stages of the purchase journey.

1. 3 in 10 customers expect lightning-fast responses to queries

When submitting an enquiry or complaint in relation to a product bought online, no matter the means of communication (email, online chat or phone call), 3 in 10 people expected a very quick response from a retailer, of no longer than 10 minutes. 

2. Almost half of online shoppers prefer to communicate via email

The study also revealed that 43% of online shoppers are likely to make direct communication with a brand they purchase from using email as their preferred method of contact. 

3. 30% of customers switch after one bad experience

Of the 2,000 shoppers surveyed, almost a third said that they would switch to another brand after just one bad experience with a company. 

4. The most common customer gripe is not being able to find the answers they need

The research found that 53% of online shoppers say that being unable to find the answers to their questions online is their main customer gripe. With customer service assistants rarely available 24/7, it’s important that your website does the hard work for you in your absence. Which leads us nicely to number 5...

5. 80% of customers consult FAQs

80% of customers consult the Frequently Asked Questions (FAQs) section of a brand's website to find out more about products and to get reassurance that they are making the right purchasing decision before buying. Not only does this save your customer service team time when consumers can find their own answers, but it also means that they can create informed decisions on your products at any time of the day.

As the survey suggests, many consumers use large retailers like Amazon and search engines like Google to conduct initial research about a product, to investigate a brand and to get answers to questions they may have before making a purchase. Pre and post-purchase care are important to consumers, and brands without high levels of these two things will struggle to create a trusting relationship with their customers.

Commenting on the findings, Feefo’s Head of Digital Richard Tank says, 'Today’s digital landscape is ever-changing and businesses have to meet the needs of their customers across the whole purchase journey in order to maintain sales and brand loyalty’.

See the infographic below for more statistics from the survey:


How do consumers think and behave across the purchase journey? [Infographic]