UKNM: Fulfilment hell

[Edward Barker]

You may be interested to know that Firstdirect.com, the new online bank from

First Direct, have today released new research that suggests that consumers

are highly dissatisfied with levels of customer service offered by British

e-tailers.  The report concludes that customers suffer poor customer service

experience, long download times, technical difficulties and lack of product

information among other problems.


Evidence of consumer disaffection can also be seen in low levels of

word-of-mouth recommendation, which previous research shows is the most

compelling reason for people to visit a website (Jupiter, 2000).


Authors of the report, The Future Foundation, predict that by 2005 customer

disaffection will escalate, with as many as 90 per cent of e-shoppers

prepared to desert sites for good when faced with poor service.


The e-service report, which combines quantitative research among web users

with a mystery shopping exercise of 60 UK websites, paints a bleak picture

of customer service in today's virtual world with surprising failures to

meet even the basic requirements.


Service Shortfalls - e-service failures were ranked as follows:


1.	Very slow site downloads

2.	Slow response to e-mail enquiries

3.	Website hard to navigate

4.	Goods not delivered on time

5.	Limited product information

6.	Technical problems with the site

7.	Service did not fulfil customers expectations

8.	Too much advertising clutter

9.	Access problems

10.	Hard to make a purchase



Edward Barker, iJack Communications

www.ijack.com



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