Customer Contact

The latest eRetail Benchmark from eDigitalResearch  shows keyword search is a key player in overall satisfaction scoring a benchmark high of 93.7%. Functions such as multi-search and predictive text suggestions bring satisfaction scores higher than any other part of the end-to-end customer journey.

However, the latest study shows vast differences in product page satisfaction scores, likely to be a direct punishment from shoppers for a lack of reviews. Widespread adoption of product reviews were first introduced into the online customer journey in 2002 and are now a staple part of any web experience and a key influencer in purchase decision making – failure to offer reviews will now dampen any digital customer experience. Brands who offer engaging interactive content within their product pages, such as image and video, score higher than brands who don’t. eDigitalResearch anticipate video content being a key trend for retail in 2016, including the take up of video reviews.

The company  have been benchmarking the ever-growing digital customer experience field for over fifteen years now, having championed the notion of the online customer journey way back in 1999. The eRetail Benchmark measures and assesses the entire end-to-end digital experience – from the homepage to making a purchase and after sales care – and covers key multichannel touch points, including web and mobile.

The digital customer experience now matters more than ever with over half of consumers shopping online compared to in store according to top ten eRetail brand Argos.

This latest study conducted throughout the crucial Christmas trading period, has found that retailers are increasingly becoming on a par with one another. Looking across the end-to-end customer journey, differences in the overall digital experience of leading retailers is now minimal. It’s why retailers need to be looking at the future and developing trends to create a leading digital customer experience.

Alongside video, the company predict that mobile sales will overtake desktop sales in 2016, a tipping point of which has already been reached according to IMRG. With the rise of mobile first more consumers are turning to their mobile devices to browse and buy online, shoppers now expect to receive the same seamless experience on all devices.

Derek Eccleston, Chief Development Officer at  the company comments, “The end-to-end customer experience matters now more than ever and retailers are heavily investing in their digital experience. With overall satisfaction so close in the market a great user experience is key to retailers differentiating themselves from their competitors. Alongside this, retailers need to ensure they can actively manage their Voice of the Customer feedback in order to continually evolve and improve the customer journey. With predictions indicating 2016 to be the year mobile sales overtake desktop sales, a great digital mobile journey is fundamental to a brands success.”

Alongside mobile sales and video,  the company also forsee the use of social media for retail, one day flash sales events and retailers ensuring they deliver a single customer view to deliver the right experiences to the right customers.

  • Leading digital experiences becoming on par with one another, differentiation will come from digital developments including video, social media and a personal and emotional connection with customers
  • Study shows 93.7% customer satisfaction score with keyword search during the digital customer journey
  • Product page satisfaction scores vary drastically across brands – with highs of 90% and lows of 66% – meaning an increased risk of unsatisfied customers

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