Do you remember the last time you went to the store to inquire about an item or service? Odds are you
talked to some clerk with an attitude who didn’t truly care about you or your happiness, it is simply a job
Well, with the growth of technology and the ability to communicate and conduct the same transactions
online, it comes as no surprise that customers are beginning to turn to online sites to find better customer
According to a study completed by Forrester Research, retailers that sell products and services strictly
online ranked first in a customer experience survey. This survey, titled “The US Customer Experience Index,
Q1 2015,” included 18 different industries and retailers had formerly placed among the top results. However,
the 2015 results showed that online retailers have trumped the competition.
Over 45,000 US consumers and over 30,000 Canadians, were surveyed to get these results, showing an
excellent sample of the North American population. The survey was conducted online, which may have shown some
bias in the results for people who generally prefer to use the internet as their resource for business and
communication, but it also helped to increase the numbers included in the survey due to its convenience
In fact, convenience is a key factor all around in this study. While many are ranking online retailers as
the best in customer service, there are many reasons that support the growing industry, convenience being a
Instead of having to get properly dressed, waste the gas, and speak face to face with someone, more
consumers are opting for the alternative option of purchasing good online. Here, consumers can easily find
what they are looking for with a few easy clicks of the mouse. The websites are becoming more focused toward
their clientele, and often times have representatives ready to answer calls or instant messages at all hours
of the day.
With this level of reliability and accessibility, the increasing popularity of online shopping makes
perfect sense. When a customer can get the assistance they need instantly from the comfort of their own home,
there is no way regular retailers can compete.
While online retailers are already beating out other industries due to its advantage of accessibility, the
customer service that they give to help people tends to be better quality in general.
With some exceptions, the common store employees you will meet at a shop or mall will be people who don’t
truly represent the brand. They might be great people with great work ethics, but it is likely not their own
business that they are running, and it is really not their passion at all.
Online, things tend to be much different. With many online retailers like Etsy, for example, users of the
site can directly sell products they have made. These motivated users, who sell and promote the goods they
have made, are much more likely to reach out and offer more support when a buyer needs.
With sites selling services instead of products, things work similarly. These people know how to walk you
through their service to help you understand how it works and can even help you set up online technology
while you are speaking with them. Talking to people who know their information and can immediately give you
the help you need is truly appreciated with online retailers.
So in short, it is really no shock at all that customers are finding better service online. With the
immediacy, convenience, and educated professionals ready to help at any time they want, online shoppers will
most likely be keeping their business online.