Ifbyphone Responsiveness Index Report
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The Ifbyphone® Responsiveness Index ranks STORES Magazine’s 2011 top 100 retail brands based on how quickly customers connect to a live conversation when calling each brand. Ifbyphone® research shows that 1 in 5 retail stores take more than a minute to answer customer calls even though customers are 59 percent more likely to buy and 73 percent more likely to recommend brands that respond in sixty seconds or less. Brand responsiveness plays an important role in sales conversions, customer retention and brand advocacy. When customers cannot quickly establish a voice connection with a brand, they are likely to abandon their attempt and move on to a competitor, regardless of the benefits the brand has to offer. The Ifbyphone® Responsiveness Index ranks STORES Magazine’s 2011 top 100 retail brands based on how quickly customers connect to a live conversation when calling each brand. Response times and rankings were measured by three independent secret shoppers who measured the amount of time it took for each brand to answer a customer phone inquiry with a live conversation at both local and corporate locations.
Transcript of Ifbyphone Responsiveness Index Report
Ifbyphone® research shows that 1 in 5 retail stores take more than a minute to answer customer calls even though customers are 59 percent more likely to buy and 73 percent more likely to recommend brands that respond in sixty seconds or less.
Ifbyphone® Responsiveness Index ReportOctober 2012
2012 Responsiveness Index Report 1
About the Ifbyphone® 2012 Responsiveness Index
Brand responsiveness plays an important role in sales conversions,
customer retention and brand advocacy. When customers cannot
quickly establish a voice connection with a brand, they are likely to
abandon their attempt and move on to a competitor, regardless of
the bene�ts the brand has to offer.
The Ifbyphone® Responsiveness Index ranks STORES Magazine’s
2011 top 100 retail brands based on how quickly customers connect
to a live conversation when calling each brand. Response times and
rankings were measured by three independent secret shoppers who
measured the amount of time it took for each brand to answer
a customer phone inquiry with a live conversation at both local
and corporate locations.
Local Response Times
In general, most retailers are doing a good job responding to customer contacts at the local level. More than half of inbound local calls are answered in less than 20 seconds and the largest grouping of brands (23) answer in less than 10 seconds. At the other end of the spectrum, 14 brands took more than a minute to respond – an eternity for customers who are conditioned to expect immediate brand connections.
0
5
10
15
20
25
120+
90-1
19.9
60-8
9.9
50-5
9.9
40-4
9.9
30-3
9.9
20-2
9.9
9.9-
19.9
0-9.
9
2322
12
3
13
87
43
TIME TO ANSWER
NU
MB
ER
OF
CO
MP
AN
IES
2012 Responsiveness Index Report 2
Leading Local Stores Feature Lightning Fast Responses
Ifbyphone research shows that the majority of local retailers answer in less than 4 rings and the average local store response time is 34 seconds, although the top 10 brands for local response times answer customer calls in a substantially shorter amount of time.
Unresponsive Local Stores Risk Alienating Customers
Brands at the bottom end of the study performed much worse than the average, jeopardizing their ability to convert sales and generate brand advocacy. According to the May 2012 Ifbyphone Consumer Response Survey, consumers are 59 percent more likely to buy and 73 percent more likely to recommend a brand when a call is answered in less than a minute.
Top 100BrandsRanking
74
65
40
36
84
28
59
12
61
58
90
Brand
RadioShack
Wegmans
7-Eleven
Ace Hardware
Tractor Supply Co.
Dollar General
Dillard’s
Supervalu
Advance Auto Parts
AutoZone
Williams-Sonoma
Average time toreach real person,Local Store
3 seconds
3 seconds
3 seconds
3.2 seconds
3.4 seconds
4 seconds
4.2 seconds
4.2 seconds
4.2 seconds
6.2 seconds
6.2 seconds
ResponsivenessRank, Local Store
1
1
1
4
5
6
7
7
7
10
10
Top 100BrandsRanking
6
69
2
13
11
15
4
89
21
80
Brand
Costco
AT&T Wireless
Kroger
Rite Aid
Safeway
Macy’s
Walgreens
Ikea
Apple
Ruddick Corp
Average time toreach real person,Local Store
1 minute, 23 seconds
1 minute, 23 seconds
1 minute, 28 seconds
1 minute, 30 seconds
1 minute, 39 seconds
1 minute, 43 seconds
1 minute, 53 seconds
2 minutes, 11 seconds
3 minutes, 7 seconds
3 minutes, 32 seconds
ResponsivenessRank, Local Store
86
86
88
89
90
91
92
93
94
95
2012 Responsiveness Index Report 3
Corporate Response Times
Brands fare much worse when it comes to the amount
of time it takes for customers to connect at the
corporate level. To measure corporate response
times, secret shoppers called the most prominently
displayed 800-number listed on each brand’s website
and followed the path through the corporate phone
system until they were able to conduct a live conversation.
While the majority of brands excel in local customer
responses, two-thirds of the top 100 brands lack
adequate response times at the corporate level,
requiring customers to wait between one and eight
minutes to connect.
Number of Brands by Seconds
0
6
12
18
24
30
120+
90-1
19.9
60-8
9.9
50-5
9.9
40-4
9.9
30-3
9.9
20-2
9.9
9.9-
19.9
0-9.
9
1
54
5 5
12
26
15
22
TIME TO ANSWER
NU
MB
ER
OF
CO
MP
AN
IES
2012 Responsiveness Index Report 4
Top Corporate Responses Come in Well Below the One Minute Window
The study indicates the average corporate response time is 1 minute, 42 seconds. As with local response times, the top 10 brands for corporate response times performed much better than the average, while the bottom 10 performed signi�cantly worse.
Worst Corporate Response Times More Than Twice the Average
Top 100BrandsRanking
46
54
27
26
70
59
93
78
94
12
Brand
Menards
Hy-Vee
H-E-B
True Value
Save Mart
Dillard’s
Raley's
WinCo Foods
OSI (Flemming’s)
Supervalu
Average time toreach real person,Corporate
9 seconds
10.2 seconds
12.4 seconds
15.4 seconds
17.3 seconds
18.2 seconds
20.5 seconds
25.4 seconds
28 seconds
28.4 seconds
ResponsivenessRank, Corporate
1
2
3
4
5
6
7
8
9
10
Top 100BrandsRanking
56
62
8
7
85
6
91
89
11
39
79
Brand
GameStop
Dollar Tree
Lowe’s
CVS
Stater Bros Markets
Costco
Sports Authority
Ikea
Safeway
Bed Bath & Beyond
Sherwin Williams
Average time toreach real person,Corporate
3 minutes, 24 seconds
3 minutes, 32 seconds
4 minutes, 1 second
4 minutes, 11 seconds
4 minutes, 11.2 seconds
4 minutes, 21 seconds
4 minutes, 55 seconds
5 minutes, 13 seconds
5 minutes, 37 seconds
6 minutes, 26 seconds
8 minutes
ResponsivenessRank, Corporate
85
86
87
88
89
90
91
92
93
94
95
2012 Responsiveness Index Report 5
Industry Average Time to Reach Corporate
When viewed at the industry level, three industries performed in the top �ve for responsiveness in both corporate and local response times: Restaurants/Fast Food, Of�ce Supplies and Automotive Parts & Accessories.
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5
Restaurants/Fast Food
Apparel & Accessories
Online Merchants
Of�ce Supplies
Automotive Parts/Accessories
Grocery
Specialty/Non-Apparel
Computers/Electronics
Drug Store/Corner Store
Mass Merchant
Books/Music/Video
Hardware/Home Improvement
Sporting Goods
TIME TO ANSWER
Response Times by Industry
55.58 seconds
1 minute, 7.12 seconds
1 minute, 19.07 seconds
1 minute, 21.2 seconds
1 minute, 22.2 seconds
1 minute, 27.18 seconds
1 minute, 35.4 seconds
1 minute, 54.37 seconds
1 minute, 57.49 seconds
2 minutes, 15.09 seconds
2 minutes, 24 seconds
2 minutes, 36.26 seconds
3 minutes, 8.15 seconds
4.0
2012 Responsiveness Index Report 6
Industry Average Time to Reach Local
The Housewares/Home Furnishings industry placed dead last in local response times with an average response time of 1 minute, 10 seconds – more than a minute off the top local response time of 9 seconds reported by the Automotive Parts & Accessories industry.
0.0 0.3 0.6 0.9 1.2 1.5
Automotive Parts/Accessories
Restaurants/Fast Food
Hardware/Home Improvement
Of�ce Supplies
Sporting Goods
Books/Music/Video
Apparel & Accessories
Drug Store/Corner Store
Specialty/Non-Apparel
Grocery
Mass Merchant
Computers/Electronics
Housewares/Home Furnishings
9.27 seconds
17.56 seconds
18.44 seconds
19.07 seconds
27.1 seconds
29.3 seconds
34.23 seconds
36.11 seconds
37.05 seconds
39.28 seconds
39.54 seconds
58.53 seconds
1 minute, 10.5 seconds
TIME TO ANSWER
About Ifbyphone®
Ifbyphone is the leading voice-based marketing automation platform that manages, measures
and automates sales and service calls — including ad tracking, lead distribution, hosted IVR,
and voice broadcasting. The Ifbyphone suite is a set of software-as-a-service applications
implemented easily across an organization to drive sales and improve customer interactions.
Companies of all sizes and across all industries use the Ifbyphone platform including
�nancial services, direct response, health care, home services, lead generation, marketing
services, retail, real estate, and telecommunications.
Ifbyphone, Inc.
(877) 295-5100
www.ifbyphone.com
Twitter: http://www.twitter.com/ifbyphone
Facebook: www.facebook.com/ifbyphone
LinkedIn: http://www.linkedin.com/company/ifbyphone
2012 Responsiveness Index Report
