Some 90% Of Aussie Retailers Claim Their CX Is Excellent! Only 2% Admit They’re Crap!

Some 90% Of Aussie Retailers Claim Their CX Is Excellent! Only 2% Admit They’re Crap!
SHARE
THIS



Perhaps they’re not visiting their own stores! Australia’s retailers overwhelming believe they are doing a great job on the customer experience front with only two per cent conceding they provide a poor experience according to a study by Frost and Sullivan.

According to the report which was commissioned by cloud based ERP specialist Netsuite, 89 per cent of respondents indicated that they currently offer an excellent or good customer experience but only two  per cent feel they offer a poor experience.

The study’s authors suggested this judgement is largely based on perception rather than tangible measurement. While 85 per cent of medium and large retailers currently measure and monitor the quality of the customer experience, only 37 per cent of smaller retailers do, with many relying on unsolicited customer feedback, which is an unstructured and largely unreliable form of measurement.

The report also indicates that the majority of Australian retailers are adapting to changing market conditions by becoming multi-channel businesses, with almost 90 percent now operating a website (up from just over 50 per cent in 2013); over 80 per cent having a social media presence (up from 32 per cent in 2013); 61 per cent offering transactional capabilities on their website (up from 38 per cent in 2013); and 43 per cent having a mobile website or application (up from 28 per cent in 2013).

To gain a holistic approach to managing the customer experience the authors argue that an integrated strategy is required by retailers to combine all customer touchpoints within a single organisational structure and business system. “Achieving this is not always simple, particularly when retailers have existing legacy systems that support different business functions,” they say.

“The key to managing the customer experience is to have one database with a single and unique record for every customer, which can be accessed in real-time at all points of interaction,”said Mark Dougan, managing director for Australia and New Zealand at Frost & Sullivan. ”

The richer the data the better, as this enables tailored and relevant interactions with customers. This personalisation is increasingly critical to customer experience management, as consumers are responsive to offers and communications that are highly relevant to them, and very unresponsive to those that are not.”

The study, also indicated that the proliferation of retail channels has made customer experience management far more challenging, with retailers now required to deliver a consistently high and increasingly personalised customer experience across multiple channels – brick-and-mortar stores, online, mobile, call centres and social media.

This article originally appeared at www.which-50.com

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]