Retailers are delivering a better experience online than in-store as they combine intelligence gleaned from CRM, social media and personalisation data to improve customer engagement, according to a study.
This year’s list of the top 100 brands for customer experience, compiled by research consultancy Nunwood and based on a poll of 7,500 customers, reveals that customer experience online across the UK is improving.
Across all non-food retail, customers scored their experiences on average 5 per cent higher when they engaged with a retailer online-only compared to face-to-face. The trend was repeated for supermarkets. Waitrose, with 5.5 per cent, saw the biggest rise.
The study also highlights a clear link between brands providing a consistently strong customer experiences and the likelihood of re-purchasing or making a recommendation. On average shoppers are 5 per cent more likely to recommend or re-purchase from a brand that made the top 100 compared to a random sample of brands that were not on the list. This increases to 10 per cent for those brands in the top 20.
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