Using qualitative assessment, Head offers a method, “Integrated Customer Experience Scale” (ICES), to analyze the the combination of online and offline amongst the UK’s top retailers. In a nutshell, the more integrated online and offline are, the better the customer experience and sales growth. The researchers estimate the potential loss of opportunity in the last three years at £500 million, so if you’re a retailer, ignore this at your peril.
One of the highlights from the report is the key findings on what makes customers satisfied today:
• Cross-channel personalisation – the current channel the customer is in gives them recommendations based on what they have previously browsed or bought via any channel
• The experience accumulates across channels. Selections persist across channels (basket and wish list), alternatives are offered, as are ranges or matching items
• The experience provides the ability to reserve in one channel and purchase via another
• Clear information about fulfilment is provided and other channels used to support this. For example by sending SMS alerts to a customer’s mobile from an order placed on the website
• The experience offers unexpected but pleasant surprises on receipt of an order. For example, wrapping, scents, gifts
• The customer is not prevented or discouraged from contacting the retailer. Contact details are provided obviously and clearly
• The customer can reach out to the retailer using social media and receives a direct, prompt and appropriate response
• The customer is able to self-serve for common queries. For example, finding manuals, answering their own sizing queries, getting additional product support
Download the Customer Experience Deficit pdf here.
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