By Aled Herbert, 8 December 1999 11:00
NEWS Ecommerce sites will increasingly turn to interactive Web-based service strategies to solve customer support issues, according to a report from analyst house, Forrester Research. The research reveals that Web shoppers are becoming more and more frustrated with ecommerce sites, with two-thirds of online shopping trolleys abandoned before transactions are completed, and customer complaints about unanswered emails. Forrester asked 50 business-to-business companies about their online customer service strategies and found that 'lower tier' response strategies such as email queries are failing to adequately deal with the majority of customer questions. Shoppers' need to receive answers in "Internet time" is prompting them to ring call centres rather than wait for an electronic reply. The report predicts a rise in the deployment of interactive chat software - a system that allows shoppers to chat online to a sales agent - as well as searchable knowledge-based systems using natural language prompts.
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