A Verint Experience Index report found that Costco, Amazon and Apple rank highest in customer satisfaction out of the top 25 retailers, according to a Thursday press release. With more spending moving online, digital capabilities were fundamental to customer satisfaction.
Survey respondents named Costco as the most trusted retailer and the retailer that they recommend the most. But in terms of digital purchases, Amazon tops a list of retailers for satisfactory online purchases and online returns.
Among the top considerations in purchase intent were prices, mask policies and easy returns, per the survey. Gen Z differs slightly compared to millennials and older generations. Price was the primary concern for all respondents, but Gen Z prioritized retailers' mask policies more than easier returns, and millennials and older generations ranked simpler returns as a higher priority.
One thing that the survey makes clear is that good customer service, particularly in e-commerce, matters more now that consumers are spending more online during the COVID-19 pandemic. With the shift to online commerce, retailers like Best Buy, Macy's and Disney have shifted their workforce and brick-and-mortar presence to meet the increased digital demand.
Verint's findings align with other reports that have emphasized the significance of digital customer service. According to Verint's survey, respondents who had a great customer experience have a 90% higher intent to purchase online and an 88% higher intent to recommend the retailer to others. Plus, a recent Coveo report found that nearly three-quarters of consumers will abandon a brand after three or fewer poor customer service experiences. A recent Forrester report indicated that brands that can adapt quickly to meet consumers' needs are more likely to succeed during the COVID-19 pandemic, but few brands are capable of doing so.
"Retailers that scored high in our study focused on digital transformation and e-commerce, helping them respond to rapidly-changing consumer behaviors," Kevin Daly, global vice president and general manager of experience management at Verint, said in a statement. "Stand-out retailers were those that were able to implement successful fulfillment options such as curbside pickup or buy online, pickup in-store."