Amazon has topped a benchmark report that looked at the digital customer experience in the UK.
The study by eDigitalResearch analyzed the customer experience in ten retailers across key digital channels including websites, mobile sites, and apps, surveying the end-to-end customer experience.
Amazon is not a stranger to excellent customer service, as the internet giant knows its customer base well and works to align with its needs. According to this study, consumers liked Amazon’s accurate and fast predictive text on keyword search, extensive customer reviews, and one-click purchase functionality. All of these features are also present on all three of their digital channels, making the experience consistent for the users.
Department store Debenhams came in a close second overall with a recent site design refresh, while Mark and Spencer’s, performing highest in a previous study, slipped to third since their digital relaunch this year.
eDigitalResearch explained that, “while Amazon still doesn’t lead the way when it comes to design or first impressions, they clearly understand their customers – they know that they aren’t often looking for a brand experience, but want to make a purchase quickly and their digital channels more than deliver on this front.”
Download the full study here.