British retailers are stepping up their customer service game, with messaging apps like WhatsApp and the growing use of chatbots reshaping how leading brands connect with shoppers. According to new research by CM.com, retailers that integrate WhatsApp into their customer service channels significantly outperform their peers, demonstrating a 58% higher average score in response speed and query resolution effectiveness.
The audit, which evaluated the customer service offerings of 25 top UK retailers—including household names such as M&S, John Lewis, Next, and B&Q—measured the responsiveness, accessibility, and technological integration across various communication platforms. The findings indicate a clear trend: retailers are embracing digital tools to meet consumer expectations for faster, more convenient service.
“Our audit highlights how effectively integrating WhatsApp, live chat, and chatbot solutions not only helps brands meet customer expectations for speed, convenience, and availability. It also helps them improve their bottom lines. Those retailers that blend conversational technologies like WhatsApp and live chat with human support significantly outperform their peers—not just in customer satisfaction, but in the overall performance, “ said James Mathews, UK and Ireland Country Manager, CM.com
Live chat features connected to AI-powered chatbots are also on the rise. Nearly 50% of the retailers evaluated now use chatbot-assisted live chats—a 71% increase compared to 2022. This highlights movement within the retail sector to move beyond traditional communication methods, like phone and email, in favour of real-time digital engagement.
The more the merrier
The average UK retailer now offers close to seven different customer service touchpoints, ranging from social media messaging platforms like Instagram and Facebook Messenger to embedded website chat features. The multichannel approach aims to offer customers greater flexibility and faster support, aligning with modern consumer preferences for digital-first interaction.
However, the increase in available channels has not entirely solved all customer service issues. Approximately 8% of standard customer questions still go unanswered. Instagram, in particular, emerged as a weak point: although many brands list it as an active customer service platform, nearly half of the missed responses occurred there, highlighting a gap between platform availability and service quality.