Customer service 'leaves shoppers cold'

New study finds retail companies don't deliver consistency, satisfaction

Technological advancement and Internet penetration have transformed how companies interact with customers. But although an increasing number of Chinese consumer and retail companies have developed multiple channels for engaging consumers, such as stores, the Internet and mobile apps, customers don't seem impressed.

A study by Deloitte Touche Tohmatsu Ltd found that up to 75 percent of Chinese customers are not satisfied with their customer experience through multiple channels. Various problems emerge in every sector when customers research, choose, buy and use products and seek after-sale service, and every glitch has the potential to ruin a company's reputation.