Consumers now prefer to shop online instead of in-store, according to Power Retail. There is also a growing demand for retailers to offer an unparalleled level of service across all e-commerce channels to meet these needs.
To support retailers in this growing pressure from consumers, Power Retail has launched a new data-intensive service for Australian e-commerce brands called the Switched On Customer Service Index. The report is based around a comprehensive benchmark that was developed by analysing the Top 25 Power Retail Australian Retailers, and how they perform in all facets of the customer service experience.
Curious brands looking to see how they stack up against some of the country’s most prolific e-commerce companies can now access this up-to-date data-driven report to measure their own performance against their rivals in the industry and pinpoint areas they can improve on to make informed decisions about their operations and customer service policies.
“In the fast-paced world of ecommerce, things change constantly,” said Power Retail Head of Data, David Fear. “Our report creates a Customer Service Index that’s like your online retail GPS. It helps you see how your online store stacks up against the big players in the game. Whether you’re crushing it or need a boost, this index gives you the roadmap to navigate the e-commerce terrain and keep your business thriving.”
In the report, each retailer is given a score out of 100 for its performance in a category, compiled from website reviews and mystery shopper experiences. This score is then ranked against the benchmark for the retailer’s category. The categories the Customer Service Index ranks are Pre-Purchase Experience, Post-Purchase Experience, Return Experience, Homepage Score, Product Listing Score, and Product Details Score.
Top and worst performers
Some of the top retailers pooled to set the benchmark include Aussie favourites such as Bunnings, Kmart, Target, Officeworks, Chemist Warehouse, Myer, Anaconda and Microsoft.
The top-ranking retailer in the Index is Adore Beauty, with an overall rate of 81% against the benchmark standard of 66% due to performing high in all categories. Drilling down deeper into the difference categories, however, Microsoft ranked top among retailers for the Pre-Purchase Experience with a score of 83% against a benchmark of 51%, based on combined scores in Shipping Cost Options, Delivery Choice Window Score, sustainable packaging option. Baby Bunting is among the lowest performing in this category with a score of 17%.
Other top performing retailers in their respective categories include Target, ranking at 94% against a benchmark of 68% in the Return category due to their attention to detail in areas like return instructions and providing a return satchel and return postage. Target also excelled in the Product Listing categories with a 100% score due to their stellar CX on their product listings page including sort-by functions, all available sizes of each product made visible, and how the website translates to mobile viewing.
Fear concludes, “With the growth of online shopping comes increased consumer expectations. Retailers must offer the same level of service across all channels to meet these expectations. The lines between instore, online, mobile, and social shopping have disappeared, and customers are everywhere at all times.
“Retailers need to focus on the fine details of their brand’s e-commerce experience to truly compete and thrive in this space. A brand like Adore Beauty ranked in the 80s for all categories but one – it tops the list for Home Page and Product Listing scores at 88% each but falls dramatically short in Pre-Purchase with a score of 57%The Customer Service Index can help brands identify these problem areas and help them track changes over time as they make changes to their customer experience.”