Amazon, Williams-Sonoma, and Kohl’s Lead in Omnichannel Customer Experience
ANN ARBOR, Mich. (December 13, 2017) — ForeSee, the leader in Voice of Customer (VOC) solutions, today announced the results of its annual Retail Customer Experience (CX) Rankings. Based on survey data from over 40,000 shoppers across their store, web, and mobile experiences, the rankings examine the omnichannel CX scores of top global, non-grocery retailers by revenue, as identified in the Deloitte Global Powers of Retailing 2017 study. The top three brands based on CX include Amazon (79.1), Williams-Sonoma (78.1), and Kohl’s (77.9), as measured on a 100-point scale.
As the first omnichannel CX rankings of its kind, the report also examines the success of retailers by individual channel — store, web, and mobile. Amazon, Costco, Kohl’s, and Nordstrom each took a top spot in two out of three channels, while Tractor Supply, a company truly calibrated with the needs and expectations of its online customers, ranked number one in web.
Top Stores Top Web Top Mobile Apple Tractor Supply Williams-Sonoma Nike Nordstrom Amazon Costco Costco Neiman Marcus Kohl’s Amazon Dillard’s Nordstrom Kohl’s Petco
“Winning retailers understand just how critical customer engagement is – and a consistent customer experience across channels is a requirement for delivering on customer expectations,” said Nikki Baird, managing partner at RSR Research. “Retailers need to take note that, while there are some highly competitive companies topping the ForeSee Retail CX Rankings, there is still a lot of opportunity to provide a truly differentiated customer experience, especially considering that no retailer ranks highly across all three channels.”
As ‘channel surfing’ between web, mobile, and store becomes the norm, customers are creating their own unique purchase path from browse to buy. In fact, this year’s report confirmed that more than a quarter of purchases were made in a different channel than where the journey started.
Other important data points include:
- 57% of shoppers are using a mobile device while shopping in a store.
- 49% who start in mobile are now staying in mobile through the purchase. This is up significantly from 33% last year.
- 41% are using two or more channels during the purchase process.
“This year’s Retail CX Rankings mark a tipping point towards an all-channel shopping experience,” said Eric Feinberg, Vice President at ForeSee and author of the report. “There is an incredible opportunity for retailers to benefit from the growth in channel surfing, most notably within the fast-rising contribution of mobile to the overall customer journey. Retailers that understand and provide a seamless omnichannel customer journey are in the best place to win the hearts and wallets of shoppers.”
According to new research this fall from Gartner, 48% of companies have calculated a positive relationship between customer experience or satisfaction and financial or business impact. The ability to predict the business impact of each CX investment is possible if companies use a scientifically-proven model for CX measurement across channels. Case in point: a national retailer, leveraging CX intelligence from ForeSee, enjoyed a $149 million increase in revenue tied to a one-point increase in CX. As the Retail CX Rankings help illustrate, even a tenth-of-a-point increase in CX has impact.
The ForeSee Experience Index (FXI) is a definitive CX report based on survey data from over 40,000 shoppers across their store, web, and mobile experiences. The FXI study was completed using a consumer panel representative of the general population fielded from October to December 2017.
ForeSee has produced the FXI every year since 2005 and this year’s findings will be published as a series of reports. The Retail CX Rankings introduces a new overall FXI Score which is an omnichannel metric comprised of a retailer’s CX scores for store, web, and mobile. Each channel’s influence on the overall score was determined by the number of respondent interactions with that channel. The report also includes rankings by individual channel.
The retailers included in the study were chosen using the 2017 Deloitte Global Powers of Retailing report which ranks global omnichannel retailers by revenue. ForeSee selected the top 50 non-grocery brands with operations in the U.S., U.K., or Canada for this report.
Download the complete ForeSee Experience Index: Retail CX Rankings now. ForeSee will also release an in-depth companion FXI: Retail CX Insights report in January 2018.
ForeSee helps companies achieve measurable business outcomes with customer experience (CX) solutions that listen, capture, measure, and benchmark customer feedback – across web, mobile, store, branches or field offices, and contact centers. Organizations use ForeSee CX Suite and its proven methodology to guide critical decisions and predict business impact with certainty.
ForeSee is the customer experience choice for 70% of the Internet Retailer (IR) 100, 90% of U.S. government executive branch departments, 8 of the top 10 retail banks worldwide (and half of the top 50), and thousands of other companies and organizations. For more information visit https://www.foresee.com/solutions/cxsuite. ForeSee is headquartered in Ann Arbor, MI and has offices in New York; Washington, DC; St. Louis; Cleveland; San Francisco; Vancouver; and London. For more information, visit www.foresee.com.