7 in 10 consumers across 7 major markets report being more likely to be loyal to a brand that provides real-time one-to-one assistance at critical moments during their purchase journey, finds LivePerson in survey results released today. More than 8 in 10 say their perception of a brand improves when they have access to real-time, live chat, and that if they can’t access that support within an average of 76 seconds, they’ll choose a different option or abandon the site.
What are these critical moments when they need help? According to the study, consumers from across the globe are most likely to require assistance when they have a specific question about a product or service they want to buy (42%). About one-third say they need support at the actual moment of purchase, while the same proportion want access to help after they’ve received their purchase if they have a problem with it. About one-quarter of respondents also indicated that they would need some help when having problems logging into their account prior to purchase.
In terms of the immediacy of response, 72% of respondents cited it as crucial when communicating with a brand when they have a question.
Not surprisingly, the quality of the online experience can have a profound effect on consumers. More than 80% of respondents claimed to be more likely to trust and buy again from retailer after a positive online experience. At the same time, a significant proportion of those who had faced a poor experience said they abandoned their purchase (45%) and lost trust in the retailer (45%).
About the Data: A total of 6,054 online interviews were conducted with adults aged 18-64 who make an online purchase at least once a month. Interviews were carried out across UK, France, Germany, Italy, Japan, USA and Australia during September 2013. Research was conducted by Loudhouse, an independent research agency based in London.