Menu
Web chat most favoured new channel for Australian customer service, says Fifth Quadrant

Web chat most favoured new channel for Australian customer service, says Fifth Quadrant

Web chat more relevant for greater variety of queries than social media or smartphones

Web chat is the favoured new channel for consumer customer service in Australia, according to a new report from research company, Fifth Quadrant.

In its Emerging Consumer Channels: Social Media, Web Chat and Smartphone Apps study, which polled more than 400 consumers and 53 business executives, it showed that as compared to its emerging channel peers – social media and smartphone apps – Web chat is the most used medium for customer service queries.

Fifth Quadrant head of research, Chris Kirby, said it is also perceived to have the highest suitability for general enquiries, technical issues, purchase or sales related questions, and complaints or service issues.

“Web chat has a great value proposition for consumers. It is a convenient offer of help at an appropriate time. When carried out properly, it is non-intrusive and simplifies the consumer's experience,” Kirby said.

The study also found that almost a quarter of Australian organisations offer Web chat but although the technology has been broadly available for more than five years, it is within the last one or two years that business interest has multiplied and the greatest number of implementations (40 per cent) has occurred. Three in five organisations reported confidence in their capability to scale up to support changes in demand for customer service via the channel.

This compares to just under half of organisations being confident in their capability to scale up to support social media and two in five to support smartphone apps.

Kirby said a reason for this difference could be the way each of the channels are managed. “Responsibility for managing and resourcing Web chat lies with the call or contact centre – a department well used to budgeting, planning for, and responding to fluctuating consumer communications.

“In contrast, social media and smartphones are typically managed by marketing and insight, or IT,” he added.

Follow Us

Join the ARN newsletter!

Error: Please check your email address.

Tags findingsFifth QuadrantstudyWeb chatsocial mediaconsumerchannel

Upcoming

Slideshows

IN PICTURES: Nutanix's .NEXT channel event in Sydney (+20 photos)

IN PICTURES: Nutanix's .NEXT channel event in Sydney (+20 photos)

Nutanix recently held its customer and channel event, .NEXT, in Sydney. The event, held at the Sheraton on the Park saw attendance from more than 150 channel and technology partners and customers. It was the first in a series of events Nutanix is holding in A/NZ in August and September, the objective of which is to brief partners and customers on “what’s next” in the design and management of datacentre technology.

IN PICTURES: Nutanix's .NEXT channel event in Sydney (+20 photos)
IN PICTURES: EDGE 2015 sponsor debrief (+23 photos)

IN PICTURES: EDGE 2015 sponsor debrief (+23 photos)

Some of the sponsors of ARN's inaugural EDGE 2015 event got together at the ARN office for a debrief of the event. Over some drinks and cheese, these attendees got an update on some key statistics that arose from the EDGE event and discussed potential topics and improvements that can be made at next year's event.

IN PICTURES: EDGE 2015 sponsor debrief (+23 photos)
IN PICTURES: ARN Distributor Roundtable, Sydney, 26.08.15 (+26 photos)

IN PICTURES: ARN Distributor Roundtable, Sydney, 26.08.15 (+26 photos)

ARN hosted a distributor roundtable at Cafe Del Mar in Sydney, at which attendees and their partners discussed the changing role of the traditional IT distributor. They spoke about the challenges of digital disruption, the blurring lines of the channel in the age of digital transformation, and examined the ever-evolving business models. This roundtable was sponsored by Distribution Central, Exclusive Networks, Rhipe, and Hemisphere Technologies. Photos by ARN Editorial Director, Mike Gee.

IN PICTURES: ARN Distributor Roundtable, Sydney, 26.08.15 (+26 photos)

iasset.com is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

Show Comments