Omnichannel

Just 15% of retailers provide differentiating experience

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January 20, 2022

A small fraction of retailers, 15%, are offering a differentiating experience when it comes to omnichannel customer service and just 30% of the 90% of shoppers that start a buying journey online are satisfied with service offered in the discovery phase of the buying experience.

Those are top findings of a benchmark report, the Omnichannel Service Index, from Incisiv in partnership with Genesys.

"While the retail industry has made significant advancements in providing better visibility into promotions and order tracking, it still significantly lags in expert assistance, order modifications post purchase and making shoppers' order history available to customer service agents," stated a press release on the findings.

Additional findings include:

• The department store segment leads the industry in enabling agents to provide assistance with product information.
• The grocery segment ranks last in providing visibility into search history (only 13%) but leads all retail segments with buy online, pick up in store (83%).
• The consumer electronics segment leads all of retail in offering the option to register and manage loyalty accounts (91%), as well as allowing agents to help shoppers with returns (100%).

"The past two years have impacted humanity in deep and transformative ways, including what we, as shoppers, value. Retailers will have to build and refine capabilities to serve these new expectations," Amarjot Mokha, COO, Incisiv, said in the release. "Our goal with the Omnichannel Customer Service Index is to help retailers identify high-impact improvement opportunities based on a nuanced view of what drives superior customer service. Adopting foundational and advanced capabilities can help retailers improve their digital performance KPIs and competitive strategy by promptly adapting to consumers' omnichannel service needs."