Customer Satisfaction Rankings: Costco, Amazon, Apple Tops in Latest Survey
In the midst of the COVID-19 pandemic, retailers have had to adapt quickly to meet the changing needs of consumers. According to a recent report by Verint, retailers like Costco, Amazon, and Apple have excelled in this regard, thanks to their stronger digital capabilities and customer service adaptations.
The Verint Experience Index report ranks these three companies as the highest in customer satisfaction among the top 25 retailers. Costco, Amazon, and Apple quickly leveraged digital self-service technologies, omnichannel customer support, and seamless integration of online and offline experiences. This helped them meet the rapidly changing customer expectations during the pandemic.
These companies improved or already had well-developed online portals, chatbots, and e-commerce platforms that enabled self-service and reduced customer frustration, which increased satisfaction. They also implemented safer manual purchasing methods such as curbside pickup and appointment shopping, creating a smoother omnichannel experience that fostered loyalty and retention.
In contrast, retailers like Best Buy, Macy's, and Disney faced more challenges adapting to the turbulent shift in customer service demands during the pandemic. While these retailers implemented changes, their customer satisfaction often lagged behind those with stronger pre-existing digital infrastructures. For example, Disney faced drops in entertainment services due to closures and lower demand, which impacted customer experiences negatively.
The overall customer service industry saw worsening metrics: increased hold times, escalations, and more difficult calls, with frustrations rising especially when customers couldn’t easily reach representatives or had to repeat their issues.
The survey findings suggest that digital capabilities are crucial for retailers to excel in customer satisfaction, particularly as more spending moves online. Nearly three-quarters of consumers will abandon a brand after three or fewer poor customer service experiences, according to a recent Coveo report.
Interestingly, the report also found that Gen Z prioritizes retailers' mask policies more than easier returns, while millennials and older generations rank simpler returns as a higher priority. Price remains the primary concern for all survey respondents.
Kevin Daly, global vice president and general manager of experience management at Verint, stated that retailers that focused on digital transformation and e-commerce responded well to rapidly-changing consumer behaviors. Stand-out retailers were those that were able to implement successful fulfillment options such as curbside pickup or buy online, pickup in-store.
These findings align with other reports that have emphasized the significance of digital customer service. As the pandemic continues to reshape the retail landscape, companies that can adapt quickly to meet consumers' needs are more likely to succeed. The report was released on Thursday.
- Amid the pandemic, retailers with robust digital capabilities, such as Costco, Amazon, and Apple, have thrived, offering improved online portals, chatbots, and e-commerce platforms that enhanced customer satisfaction.
- Retailers like Best Buy, Macy's, and Disney, on the other hand, have faced challenges adapting to the pandemic-induced shift in consumer service demands, often lagging behind those with stronger digital infrastructures, like their customer satisfaction.
