College bookstores pride themselves in customer service. After all, it's one of the things that really sets them apart from the big-box online retailers in the textbook market. But according to recent studies, there's one key area many retailers in general are not serving their customers as well as they could: email. Retail Customer Experience broke down a recent study on retailers' email habits and how they're impacting customer loyalty.
The 2016 Customer Service Benchmark report, which assessed how 250 companies manage customer support, sent an email template to each company with two questions and scored results on how fast the companies responded, the support content, quality and even tone of the response.
Here are the key findings:
- 32% of companies do not respond to customer service emails
- 66% of companies do not acknowledge or inform the customer that an email has been received
- 92% of companies do not follow up with customers to see if they are satisfied with the response
- One in five (22%) companies are able to answer questions in the first reply
- Average response time to handle a customer service request is 17 hours and 28 minutes
"The research shows a majority are failing to meet customer expectations and costing millions of dollars in lost customers and unnecessary internal follow-up work," states the study.