Omni-channel efforts in customer service are being neglected by retailers in Australia in favour of sales, according to a global survey from Zendesk as reported by Insider Retail.

An omni-channel service refers to sales or customer service experience offered across all platforms, such as email, phone and in store.

After surveying 7,000 online shoppers from Australia, the United States, Brazil, France, Germany, Japan and the United Kingdom, Zendesk released ‘The Omni-channel Customer Service Gap’ report in partnership with UK independent research agency, Loudhouse.

The survey found that 79 per cent of consumers agree that brands pay more attention to increasing sales than having seamless customer service offerings.

More than half of the Australian participants expect to be able to use a different channel to return goods rather than the one used to make the purchase.

A further 43 per cent believe they should be able to contact the same representative regardless of the method they originally used.

“Australian brands are failing to match their omni-channel efforts in sales with their customer service experiences,” Zendesk Vice President and Asia Pacific Managing Director Michael Hansen said in a November 29 statement.

“To meet the demands of today’s consumers, they need to create seamless customer service across every channel,” he continued.

Embracing this omni-channel retail trend is likely to increase customer experience, which is an important method to encourage return buyers.

While the prefered method of contact for a customer service issue is the phone, an increasing number of Australians are also choosing to contact brands and stores via email.

Aussie consumers have also become more likely to try a contact method outside of the core traditional methods, including self service portals and live chat tools.

While two thirds of Australian participants are likely to use email to contact a brand, just 57 per cent will take their problems directly in store.

However, if an email fails to produce a result three out of four Australian consumers will pick up the phone.