Finding help online like looking for a 'needle in haystack'

Web-based companies were today accused offering sub-standard customer service.

Internet service firm Transversal's annual online customer service analysis of 100 leading websites found that 69 per cent could answer fewer than four of the 10 most often asked customer questions.

Only 16 per cent answered more than six questions, which covered straightforward enquiries such as refund policies, tariffs and product details.

Consumers are being forced to wade through an ever-increasing number of web pages and, when that fails, to call or email overstretched contact centres, the report alleged.

Transversal found that the average wait for an email reply was 33 hours, and that 40 per cent of companies failed to give a useful answer to the customer's question.

The slowest response time was a shameful 385 hours, over 16 days after the original query was sent.

Unsurprisingly, given their focus on selling tangible goods, retailers came out top of those surveyed.

However, grocery, fashion and CD/book sites were still only able to answer half of the questions asked, and only 10 per cent had dedicated customer search facilities, thereby forcing consumers to spend time and effort locating answers.

Worst performers were travel and insurance websites which only managed to answer one question on average despite these sectors investing heavily in their online channels.

Slowest at responding was the utilities sector, averaging a tardy 102 hours to reply. Transversal suggested that this does little to inspire confidence in potential customers looking to switch suppliers.

According to the Office of Fair Trading, UK online retail sales increased by 356 per cent in the five years to 2005 and are now estimated at £8.2bn per year. This figure is forecast to increase by 163 per cent by 2010, when the value will approach £21.5bn.

"Our research shows that finding information online is like looking for a needle in a haystack, demonstrating a shameful disregard for customer service," said Davin Yap, chief executive at Transversal.

The research showed little improvement from 2005. The average number of questions answered online rose from two out of 10 to three out of 10, still well under the response rate that consumers rightly expect.

Transversal surveyed 100 organisations in the banking, insurance, travel, retail, telecoms and utilities sectors for its report.

Following a set methodology it asked 10 common, sector-specific questions on each site, as well as emailing a single question to customer service departments. Email responses were marked for relevance and time taken to respond.