Apple’s retail stores score well in Retail Customer Experience Rankings

ForeSee, which specializes in “voice of customer” solutions, has announced the results of its annual Retail Customer Experience (CX) Rankings. Apple places number one on the list for its retail store customer service and reputation.

Based on survey data from over 40,000 shoppers across their store, web, and mobile experiences, the rankings examine the scores of top global, non-grocery retailers by revenue, as identified in the Deloitte Global Powers of Retailing 2017 study. Retailers were scored based on: customer experience for web, mobile, and retail stores; brand loyalty; and reputation. The top three brands overall (which includes retail stores, online stores, and mobile apps) based on CX include Amazon (79.1), Williams-Sonoma (78.1), and Kohl’s (77.9), as measured on a 100-point scale.

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As “channel surfing” between web, mobile, and store becomes the norm, customers are creating their own unique purchase path from browse to buy, according to ForeSee. 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 data points in the report include:

  • Fifty-seven percent of shoppers are using a mobile device while shopping in a store.
  • Forty-nine percent who start in mobile are now staying in mobile through the purchase. This is up significantly from 33% last year.
  • Forty-one percent are using two or more channels during the purchase process.