Nine out of ten consumers have experienced problems when shopping on the internet in the last year, a survey has revealed.
Some 37% of consumers said they would give up completely on a transaction if they had a problem, market research firm Harris Interactive found.
Problems buying online are exacerbated by poor customer service centres, with less than half of people finding calling a helpline resolves their issue.
Of those consumers booking travel online, 92% said the ability to complete a transaction without a probem was important or very important to them. Only 24% said the travel provider’s loyalty or rewards programme was important.
“Many companies doing business online are still failing offer an acceptable level of customer service, said Rebecca Ward, chief executive officer of Tealeaf, the technology company which commissioned the survey.
“The lack of face to face contact is an obvious disadvantage online, but customers must feel as though they are valued and that their issues are understood, processed and solved.”