Survey: Retailers recognize importance of customer experience

Almost all retailers measure customer experience data, but lag in one key metric.

According to a recent survey of U.S. and U.K. retailers from test automation provider Eggplant, 95% of respondents recognize the importance of evaluating how customer experience impacts business outcomes. Large percentages measure customer experience via business outcomes such as customer growth (74%), company growth (71%), and revenue growth (65%).

However, only 40% of respondents measure customer experience by evaluating customer churn. This is despite the fact that almost one-third (30%) of respondents have an average drop-off rate of 50% or more on online properties. Among respondents who evaluate customer churn, they believe drop off rates are due to issues including site navigation (51%), site functionality (48%), and site performance (47%). 

Technology solutions respondents are integrating to help improve digital customer experience include live chat (46%), native mobile apps (46%), and front-end web technologies (45%). Over one-third of respondents (34%) are looking to incorporate artificial intelligence (AI) to improve the digital experience for customers, with 70% already deploying AI to test software and applications. The study also found that 35% of respondents are now maintaining five or more digital channels. 

Eggplant surveyed 500 digital and IT teams in the retail sector across the U.S. and U.K.