Dive Brief:
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A Verint Experience Index report found that Costco, Amazon and Apple rank highest in customer satisfaction out of the top 25 retailers, according to a Thursday press release. With more spending moving online, digital capabilities were fundamental to customer satisfaction.
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Survey respondents named Costco as the most trusted retailer and the retailer that they recommend the most. But in terms of digital purchases, Amazon tops a list of retailers for satisfactory online purchases and online returns.
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Among the top considerations in purchase intent were prices, mask policies and easy returns, per the survey. Gen Z differs slightly compared to millennials and older generations. Price was the primary concern for all respondents, but Gen Z prioritized retailers' mask policies more than easier returns, and millennials and older generations ranked simpler returns as a higher priority.
Dive Insight:
One thing that the survey makes clear is that good customer service, particularly in e-commerce, matters more now that consumers are spending more online during the COVID-19 pandemic. With the shift to online commerce, retailers like Best Buy, Macy's and Disney have shifted their workforce and brick-and-mortar presence to meet the increased digital demand.
Verint's findings align with other reports that have emphasized the significance of digital customer service. According to Verint's survey, respondents who had a great customer experience have a 90% higher intent to purchase online and an 88% higher intent to recommend the retailer to others. Plus, a recent Coveo report found that nearly three-quarters of consumers will abandon a brand after three or fewer poor customer service experiences. A recent Forrester report indicated that brands that can adapt quickly to meet consumers' needs are more likely to succeed during the COVID-19 pandemic, but few brands are capable of doing so.
"Retailers that scored high in our study focused on digital transformation and e-commerce, helping them respond to rapidly-changing consumer behaviors," Kevin Daly, global vice president and general manager of experience management at Verint, said in a statement. "Stand-out retailers were those that were able to implement successful fulfillment options such as curbside pickup or buy online, pickup in-store."
