GoResponse Telephone Answering Service Staff

Call centres not following up on abandoned online shopping carts

Internet Supermarket ShoppingThe popularity of online shopping has grown significantly over the past few years, with many customers realising both the benefits and convenience of buying over the internet as opposed to going to a store. However, a new study has shown that many call centres don’t take an active approach to abandoned shopping carts, with just 15 per cent of retailers following up with a phone call or email.

As part of the study commissioned by Genesys, approximately £140 worth of goods were placed into the online shopping carts of the UK’s top 75 retailers. They were then abandoned at the checkout stage. It was discovered that the vast majority of companies didn’t follow up with customers. Among the companies that did follow up, only 5 per cent managed to do so within 24 hours. Other findings from the study revealed that only 7 per cent of firms had webchat available at the checkout stage, and at no point did agents step in.

The Director of Strategic Marketing at Genesys, Brendan Dykes, said: “This wouldn’t happen in bricks and mortar stores, where assistants would be only too keen to follow up or cross-sell and up-sell. Retailers should not just follow up afterwards by email or phone, but should also look to make simple additions to the online customer experience such as adding webchat – this can make a real difference to the customer, and help them find what they want.”

For telephone answering services across the country, the point is clear: when customers get to the checkout, it’s worth engaging them or following up if they abandon their shopping cart. Failing to do this could result in thousands of pounds of lost revenue.

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