IMRG announces programme to measure and benchmark online customer experience
Called the Index of Customer Experience (ICE), this unique programme will test, measure and quantify the customer experience right through the purchase cycle: from log on through delivery and on to after sales service. Managed by IMRG partners, Rebelati, ICE is designed to produce actionable feedback to help online retailers understand how the customers’ experience affects their likelihood to repurchase and recommend the brand to friends. It will allow companies to benchmark themselves consistently and fairly against their sector.
IMRG managing director David Smith said: “This bold and original initiative supports our aims of helping individual performers raise their game and also boosting consumer confidence in online retailing. In future the customer experience will be the key factor in winning and keeping customers. ICE provides a unique and consistent measure to help businesses manage and develop their own customers’ experience.”
ICE also features an awards programme and national newspaper supplement to help raise the profile of online retailing and increase consumer confidence.
Programme director Mark Turner said: “One of the key differentiators now in online retailing is the customer experience. Positive experiences engender loyalty and recommendation; poor ones can ruin a brand’s reputation and lose companies market share at the speed of light in the world of social media. But the experience is governed by more than just the web site, it is also affected by the delivery process and any subsequent service inquiries the customer may have. ICE covers the entire cycle.”
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