A Verint Experience Index report found that Costco, Amazon and Apple rank first in customer satisfaction among the top 25 retailers, according to a press release on Thursday. With more spending online, digital capabilities were critical to customer satisfaction.
Survey respondents named Costco the most trusted retailer and the retailer they recommend the most. But when it comes to digital shopping, Amazon tops the list of retailers for satisfying online shopping and online returns.
Among the main considerations in intention to purchase were pricing, mask policies and easy returns, according to the survey. Gen Z differs slightly from millennials and older generations. Price was the main concern of all respondents, but Gen Z prioritized retailer masking policies over easier returns, and millennials and older generations ranked simpler returns as a priority. higher.
One thing the survey clearly shows is that good customer service, especially in e-commerce, is more important now that consumers are spending more online during the COVID-19 pandemic. With the shift to e-commerce, retailers love Best buy, Macy’s and Disney have shifted their workforce and physical presence to meet growing digital demand.
Verint’s findings align with other reports that have highlighted the importance of digital customer service. According to the Verint survey, respondents who had a great customer experience have 90% higher intention to buy online and 88% higher intention to recommend the retailer to others. Additionally, a recent Coveo report found that nearly three-quarters of consumers will abandon a brand after three or less bad customer service experiences. A recent report from Forrester indicated that brands that can adapt quickly to meet consumer needs are more likely to be successful during the COVID-19 pandemic, but few brands are able to do so.
“Retailers who scored high in our study focused on digital transformation and e-commerce, helping them respond to rapidly changing consumer behaviors,” said Kevin Daly, global vice president and general manager of experience management at Verint, in a press release. “The retailers that stand out are those who have been able to implement successful fulfillment options such as curbside pickup or online shopping, in-store pickup.