More needs to be done by retailers in Taiwan to meet consumers’ expectations for shopping experience, as they ranked second from the bottom in a survey to determine how retailers should focus their efforts on meeting customer demands.
The IBM Customer Experience Index Global Survey evaluated 550 retailers spanning eight different retail segments in 23 nations worldwide that were visited by mystery shoppers over last year’s Christmas holiday period.
The study found that only 40 percent of retailers provide the integrated online and offline shopping experiences customers anticipate.
The index measured customer satisfaction in the areas of consistency, content, context and convenience.
The survey showed that retailers in the UK scored highest in satisfying customers’ expanding expectations, with those in Sweden and Norway tied for second place and China placed 20th.
The study found that Taiwanese retailers need to improve their performance in the area of content, with some providing no online shopping services.
In the area of convenience, only a few Taiwanese retailers offer online ordering and offline delivery of products, while most of them do not accept mobile payment services.
In context, Taiwanese retailers are still mainly reliant on popular marketing strategies and cannot meet customer expectations for a more personalized shopping experience, the survey found.
However, their performance is comparatively better in maintaining membership data consistency and data integrity, the study found.
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