While customer experience (CX) quality did not improve in the retail industry this year, the U.S. 2017 Customer Experience Index (CX Index) recently released by Forrester reveals that competition was tight for digital-only retailers. According to the new data, the top three online retailers were ranked within fractions of a point of each other—and Amazon didn’t even make the Top 10.
Based on a survey of nearly 120,000 U.S. online adult consumers, Forrester’s CX Index measures and ranks more than 300 U.S. brands across 21 industries to identify how well a brand’s customer experience strengthens the loyalty of its customers.
Of the 314 U.S. brands ranked in 2017, 14 online retail brands were analyzed to determine how customers perceive their experiences and how CX drives loyalty.
Key findings include:
Etsy is ranked the number one digital-only retailer in 2017
While its CX Index score did not increase, it jumped up from its fifth-place ranking last year due other top competitors’ scores sliding this year—including the top two brands from 2016’s rankings falling one spot each.
Average CX quality fell flat, with online retail scores decreasing by a single point this year
Though scores changed only minimally, brand rankings completely shuffled: the digital-only retail industry is the only industry where no brands kept the same position in the ranking as last year.
The top emotions that drive customer loyalty in digital-only retail are feeling confident, delighted and happy
In fact, unlike the other industries in the CX Index, feeling happy correlated with loyalty only for online retailers. Among customers who felt happy, 85 percent plan to spend more and 88 percent will advocate for the brand, which are the highest percentages across all industries for enrichment and advocacy.
Forrester’s CX Index is the most complete and powerful CX tool in the market today. The CX Index gives businesses a deep and actionable understanding of the quality of their customers’ experiences, competitive benchmark data so that business and technology leaders know how they stack up against their peers, and the ability to model the improvements that will have the biggest impact on revenue.