Companies have taken the initiative to put in place metrics in evaluating the customer experience but they are falling short in terms of understanding the full picture
(PRWEB) October 06, 2011
ICC/Decision Services, an international Customer Experience Management firm based in New York City, recently concluded a survey across 381 chain retailers to determine the current state of measuring the customer experience. The study went across channels in the retail vertical, and included, but what was not limited to the apparel, supermarket, specialty, office supply and mass merchant sectors.
Based off the findings, ICC/Decision Services has determined that 56% of shoppers measure the customer experience via customer satisfaction surveys for customers who made a purchase (receipt invitation) and 51% via mystery shopping (trained observers); however only 34% actually implement both methods to gather subjective and objective data from both viewpoints. This research highlights an obvious reality: Companies have taken the initiative to put in place metrics in evaluating the customer experience but they are falling short in terms of understanding the full picture. Ultimately how an improved customer experience leads to higher customer satisfaction and loyalty rates with a direct correlation to increased sales.
"Mystery shopping is used to help understand the gaps between where performance is and where it needs to be" says David Rich, President and CEO of ICC/Decision Services. "Once that gap is closed," continues Rich, "customer satisfaction will increase, missed revenue opportunities identified and both the customer and the retailer will win. With the economy as uncertain as ever, getting closer to the customer is more imperative than ever to maximizing your competitive edge."
About ICC/Decision Services
ICC/Decision Services is a privately held company headquartered in New York City serving customers around the world. Since 1979 we have offered hands-on experience designing and executing highly successful Customer Experience Management programs. Together our management team has more than a century of expertise developing creative solutions for some of the world's leading retail brands such as L.L. Bean, Coach, H&M, CVS, and Walmart. For more information: iccds.com