OPERATIONS

Oracle survey: Social media users have higher expectations for customer service

BY Marianne Wilson

Redwood Shores, Calif. — A “Live Help” feature, detailed information about products and services and access to personal account information are the three most important features consumers expect to find at a company’s website, according to an annual survey by Oracle. The company surveyed more than 3,000 consumers worldwide regarding their use of customer service channels including call centers, live chat, click-to-call and email.

The report, “Consumer Views of Live Help Online 2012,” found that social media users have exceptionally high expectations for online support: More than half of Twitter users worldwide expect a personal response within two hours of tweeting a question or complaint. And 51% of Facebook users expect a same-day response to questions or complaints posted via the social media site.

Oracle surveyed more than 3,000 consumers worldwide regarding their use of customer service channels including call centers, live chat, click-to-call and email.

It also noted that as consumers spend more time online, they rely more on live help: Half of consumers worldwide browse and research products online daily, nearly double the number reporting daily habits in 2009. Consumer use of online customer service is also on the rise, as 50% consumers use live help compared with 37% in 2009.

“Whether the customer visits the company’s commerce site or social media page, there must be a clear link to a customer service person that is informed and able to help,” said Mike Webster, senior VP and general manager, Oracle Retail. “It is critical that the Live Help platform provide the representative with immediate information on the full context of the customer’s account and recent queries or transactions with the company.”

On the international front, 76% of Chinese consumers are online daily to browse or research products (compared with 49% worldwide) and 60% say they use Live Help to reach customer service (versus 50% worldwide).

In Latin American, consumers are most likely to expect a social media presence: 84%of consumers surveyed in Mexico and Brazil use Facebook and 63% of those using Facebook said they expect companies to have a presence on those platforms.

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Francesca’s Holdings’ CFO fired in social media flap

BY Marianne Wilson

Houston — Francesca’s Holdings Corp. fired its CFO Gene Morphis after an internal investigation found that he had “improperly” communicated company information through social media. The company said it began an investigation after discovering his activity on May 11.

"We are disappointed by this situation but we expect our executives to comply with all company policies. We acted immediately on Friday afternoon when we first became aware of the matter and have moved swiftly to replace Mr. Morphis based on the findings of the investigation,” chairman Greg Brennerman said in a statement.

The specialty retailer named comptroller and VP accounting Cynthia Thomassee as an interim CFO while it searches for a permanent replacement.

Morphis had served as the company’s finance chief since October 2010.

According to a report by Forbes.com, Morphis had a public Facebook account on which he often posted about his duties as Francesca’s CFO.

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CVS/pharmacy launches Spanish-language website

BY Antoinette Alexander

Woonsocket, R.I. — CVS/pharmacy is taking a greater step toward targeting the Hispanic market with the launch of its new Spanish-language website.

Like the English-language site, the Spanish version, located at http://es.cvs.com, enables shoppers to manage their prescription account, get health information, purchase products, access coupons, etc. According to a MediaPost article, Google indicated that the new CVS Spanish website consists of 67,000 pages, most of which are product SKUs.

As previously reported by Drug Store News, CVS is working to take its digital program to new heights in the coming years. This move is clearly in line with that initiative, and represents a great opportunity for CVS to further reach its Hispanic shoppers.

In fact, a digital marketing study, conducted by ComScore and commissioned by Terra, revealed that Hispanics are the ideal online consumers and also reaffirmed that the Internet is the main media source of information for Hispanics when are researching information about any service or product. It is estimated that about 30 million Hispanics are online, or 60% of the population.

Furthermore, the study findings, released in January 2011, revealed that, if spoken to and reached with culturally relevant messaging in English and Spanish, Hispanics will react positively to brands online more so than non-Hispanics. In other words, Hispanics seem to be appreciative of the brands that are trying to reach out to them. That certainly represents a significant opportunity for marketers.

According to MediaPost, CVS currently is the third-most popular pharmacy site among Hispanics who use the Internet bilingually or primarily in Spanish, with just under 150,000 monthly visitors.

The MediaPost article also states that, with the launch of the new Spanish-language site, CVS is attempting to do something that only one other retailer — Best Buy — has been able to do: launch and support a robust Spanish-language e-commerce site in the long run.

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P.Lopez says:
Apr-02-2013 09:37 am

Hispanics are the ideal online consumers and also reaffirmed that the Internet is the main media source of information for Hispanics when are researching information about any service or product. Chatrandom.com

P.Lopez says:
Apr-02-2013 09:37 am

Hispanics are the ideal online consumers and also reaffirmed that the Internet is the main media source of information for Hispanics when are researching information about any service or product. Chatrandom.com

G.Han says:
Mar-27-2013 06:40 pm

The launch of the new Spanish-language website is a great news, now the clients can purchase products and get health information more easily. When I entered the Kovak Laser Institute website I noticed is has similar features, this is great because in this way you can find what you are searching for more easily and managing the prescription account is simple.

G.Han says:
Mar-27-2013 06:40 pm

The launch of the new Spanish-language website is a great news, now the clients can purchase products and get health information more easily. When I entered the Kovak Laser Institute website I noticed is has similar features, this is great because in this way you can find what you are searching for more easily and managing the prescription account is simple.

D.Spencer says:
Mar-18-2013 09:39 am

Pharmaceuticals encompass a field that would never die, to my firm belief. People will always need more and more advanced remedies, pills, treatments, the best oils and alternative solutions to different health conditions. I support expansion of global brands because this means more access to modern pharma products.

D.Spencer says:
Mar-18-2013 09:39 am

Pharmaceuticals encompass a field that would never die, to my firm belief. People will always need more and more advanced remedies, pills, treatments, the best oils and alternative solutions to different health conditions. I support expansion of global brands because this means more access to modern pharma products.

B.Jake says:
Jan-11-2013 07:32 am

The languages doesn't matter in case of pharmacy. All which is needed is the drugs which it provides. The main thing of pharmacy is to supply branded drugs and generic drugs. http://www.medstorerx.com/caverta.aspx

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