Response Time: A Decisive Factor in the Online Shopping Experience

According to research CX Trends 2024, performed by Octadesk in partnership with Opinion Box, the ideal response time varies according to the contact channel. “Today's consumers are accustomed to fast and dynamic solutions. It is no longer enough to have the best product or service. Companies need to ensure that the service is agile, effective and, especially, delivered on the platform where the customer is”, explains Rodrigo Ricco, Founder and Managing Director of Octadesk.

The survey, which heard more than two thousand online consumers, revealed response time expectations across different channels. 35% of respondents, when using messaging apps, such as WhatsApp, and 29% when contacting via social networks such as Facebook and Instagram, they expect an answer within five minutes. For channels such as online chat (41%) and telephone (43%), the expectation is even more immediate: consumers expect to be served within a minute.“Respecting these response times is essential to ensure a good experience and prevent the consumer from migrating to the competition. With digitalization, any delay can cost dearly, both in terms of loyalty and brand image”, Ricco reinforces.

If the contact is made by e-mail25% of respondents are willing to wait up to an hour however, any longer delay can compromise the relationship with the customer, directly affecting the repurchase. “If the customer response time does not meet expectations, the repurchase may be at risk. In a digital world where everything is a click away, time is not only money, but also trust and loyalty”, Ricco points out.

Response time: a competitive differential
Response time involves much more than the simple interval between contact and the resolution of a demand. It covers readiness, agility and effectiveness of the service provided. Companies that invest in reducing response time are, in practice, improving the shopping experience and ensuring customer loyalty.

“In an environment where the consumer has full control over their choices, the speed in service becomes a competitive advantage so that companies are always ahead in customer expectations, ensuring that each interaction is fluid, efficient and, above all, satisfactory”, concludes the expert.