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06/27/2018

The retailers providing the highest quality customer experiences are…

When it comes to delivering top-notch customer experiences, companies may want to take a lesson from a supermarket retailer.

Trader Joe’s was the named the top retailer providing a high-quality customer experience (CX), according to the “U.S. 2018 Customer Experience (CX) Index from Forrester Research. Costco Wholesale and Neiman Marcus placed second and third on the multichannel list, respectively. Home Shopping Network, QVC and Zappos.com were the three leaders among digital retailers.

The study measures and ranks nearly 300 brands in the United States, and across 19 industries, to identify how well a brand's customer experience strengthens the loyalty of its customers.

While brands know they need to deliver top-notch CX to gain loyalty, many retailers continue to miss the mark. In fact, multichannel retailers' CX quality remained flat, and 36% of digital retailers' scores decreased significantly since last year.

Oftentimes, retailers think the way to drive loyalty is to make customers “happy.” However, feeling appreciated and confident are equally as important in the retail industry. In fact, 86% of multichannel shoppers and 87% of digital shoppers who feel appreciated intend to spend more with the brand.

"Few industries have felt disruption like retail, and many are choosing the wrong path forward because they're not focusing on the drivers that improve customer experience where it counts," said Forrester chief research and product officer Cliff Condon. "CX is directly linked to driving revenue. Forrester estimates that a one-point improvement in a big-box retailer's CX Index score can lead to an incremental $244 million in revenue, so it's vital for retailers to identify what consumers want and invest in those elements that drive loyalty. Only then will retailers see an improvement in the CX quality that their customers now demand.”