E’ stata recentemente completata una ricerca su 100 aziende al dettaglio in Gran Bretagna. Il risultato parla chiaro: le aziende non possiedono una percezione omogenea di come la loro Customer Experience debba essere e di ciò che i clienti pensino.

Vanson Bourne has just completed a study into the Customer Experience situation of over 100 UK retailers. The overall take away from this research, shows a complete lack of parity between what most companies perceive their Customer Experience to be, and what consumers actually thing. The top level statistics that jump out when reading the results of this research by Vanson Bourne, is that 82% of the retailers’ question, believe that they offer a good Customer Experience. Yet 72% of their customers do not believe that they do.

The overall survey took in 100 UK retailers as well as 500 actual consumers that have used these retail companies in the recent past. As mentioned above, there was quite a disparity between what the companies believe, and what their customers say. Particularly in the form of inconsistencies within the customer journey.

Let’s take a look at a few more facts that we can take away from the survey results that Vanson Bourne has published:

31% percent of the consumers who responded to the survey, indicated that they had ditched a retailer in the last year, due to receiving a substandard Customer Experience.

Some interesting statistics were also published regarding the actual kin store issues that upset people the most:

59% of consumers stated that the largest problem for them, is shopping in a retail store that has very long queues.

A related statistic is that 21% of consumers feel that the unfair way in which retail queues are managed, allowing people to push in or jump the line, is a major frustration.

Finally, 18% of the consumers who responded to this survey, said that not being able to find important things such as a customer information desk, checkouts and the returns department, is a major annoyance.

In response to these facts, the survey tells us that only 62% of retailers operate a managed, buffered queuing system, and only 42% have made self-service kiosks available so far.

So, we can see that although the retailers in the UK that took part in this research by Vanson Bourne believe that they are offering a decent level of Customer Experience, their customers clearly do not believe this is true.

By Mac Wheeler