Customers neglected between the Web and the call centre

NEWS UK companies are failing to satisfy their customers' needs when it comes to customer service online, according to the latest study from Fletcher research. It claims that the level of integration between companies' Internet and call centre channels is "shocking". Fletcher analyst, Fraser Pearce, said that only 20 per cent of the companies questioned have any form of human contact available from their Web sites. He added: "More worryingly, only 14 per cent of call centre operators have Web site access and only 11 per cent are able to provide Web site assistance." Pearce argues that use of technologies such as email, call-back, shared browsing and the integration of customer databases and back-office systems will help improve the customer experience on the Internet.