The ability to easily contact customer service is critical when shopping online. While the majority of retailers and brands in the Index offer two or more ways for shoppers to reach and communicate with customer service, most can significantly improve how and where they highlight customer service options. Few include customer service information in the header and although SMS communication is a consumer favorite, only 23% provide customer service via SMS.
A popular feature among the digital consumer, Live Chat makes it easier to get quick answers to questions, and leads to a swift resolution of issues when implemented well. As expected, in 2022 Live Chat continues to gain traction and, as the technology improves, more AI capabilities are being leveraged. Chatbots will likely automate many Live Chat functions, helping consumers with basic customer service issues, including updated item arrival times and loyalty program membership/rewards totals.
