Thursday, April 17, 2008

Misrepresented Items, Lack of Customer Support Sabotage Online Shopping Experience

Nearly one quarter (24 percent) of respondents participating in the latest Ouch Point survey from Opinion Research Corporation (ORC), an infoUSA company, cited purchased items having no resemblance to their image on the Internet as their biggest online shopping frustration. Following close behind (23 percent) was the inability to speak to a customer service representative at an online store to address any purchasing questions or concerns.

Nearly nine in 10 of the 1,092 respondents surveyed indicated they shop online. On average, over one-fifth of these consumers buy over the Internet. This incidence is highest among the following populations: women, those 25-44 years old, residents in the Northeast and households with incomes of $75,000 or more.

While was named as the company offering the best online shopping experience by more than one-quarter (27 percent) of online shoppers, more than one-fifth (21 percent) could not identify a company that offers the best online shopping experience.

The list of online shopping frustrations ranked as follows:

--Receiving an item that doesn't look anything like it did on the Internet - 24%
--Not being able to speak to anyone to answer questions - 23%
--Learning that items are back-ordered or out of stock after they are in the cart - 19%
--Websites that malfunction as the payment is being processed - 14%
--An unclear return policy - 8%
--Unclear shipping information - 6%
--Not getting an acknowledgment after the order has been placed-6%

More information about Customer Relationship Management can be found at

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