According to a new national study conducted by The Adcom Group for Virtual Hold Technology (VHT), Cyber Monday (News - Alert) could have been better for retailers than it was. Although reports showed that Cyber Monday was a success, with sales reported to be 36 percent higher on Cyber Monday than they were on Black Friday (News - Alert), not as much money was spent as consumers might have been willing to spend.

In the study conducted by VHT, it was revealed that over 75 percent of Cyber Monday shoppers surveyed were frustrated when they tried to obtain help from a site in order to complete their purchase and almost as many abandoned their online shopping carts when they failed to obtain the help that they needed. An equal number said that they would choose a site that offered the convenience of being able to click or tap for customer service over a competitor’s less-convenient, less easy-to-use site.

For retailers, it is clear that something needs to be done about online customer service, at least in time for next year’s Cyber Monday. VHT suggests that retailers adopt their Conversation Bridge, an intelligent callback solution that enables data to be passed from such portals as mobile apps and TV consoles connected to the internet to existing screen-pop and routing systems. Wes Hayden (News - Alert), the CEO of VHT, says that those who can offer the most “seamless” customer experience will, ultimately, be the ones to “earn the most customer loyalty.”

Cyber Monday is an important measuring stick for retailers to use in gauging the effectiveness of their online presence. Last year, the lesson learned was the importance of being able to handle many visitors and orders without crashing, which they took to heart. Almost no retailers experienced such problems this year. This year, the key takeaway, it seems, is the role that having a straightforward customer service experience can play.

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