2021年消费者体验调查报告（英）-13页_288kb

Customer Experience Survey Summary

Core Content

This survey, conducted by Digital Commerce 360/Bizrate Insights and based on 1000 respondents in September 2021, evaluates the overall satisfaction and frustrations of online shoppers across various aspects of their retail website experiences, including desktop, mobile web, and mobile apps. It also explores shopper preferences for product information, personalization, customer service, and inventory communication.

Key Findings

Satisfaction Rates by Platform

• Desktop:
  • 5 and under: 6%
  • 6-8: 37%
  • 9-10: 42%
  • N/A: 15%
• Mobile Website:
  • 5 and under: 14%
  • 6-8: 47%
  • 9-10: 24%
  • N/A: 15%
• Mobile App:
  • 5 and under: 14%
  • 6-8: 41%
  • 9-10: 24%
  • N/A: 21%

Overall Satisfaction

• Desktop delivers the highest satisfaction rates, likely due to its long-standing presence and user familiarity.
• Mobile web and apps show lower satisfaction, indicating areas for improvement.

Frustrations with Retail Sites

• Product Information:
  • Unclear shipping costs: 36%
  • Not enough images: 35%
  • Product description text lacking: 33%
• Speed:
  • Slow loading sites: 30%
  • Onsite search returns poor results: 26%
  • Inability to complete checkout: 20%
  • Excessive scrolling: 19%
• Inventory/Logistics:
  • Discrepancies with omnichannel inventory: 28%
  • Inability to check inventory at local store: 24%
  • Inability to tell stock status for delivery: 23%
  • Lack of clarity around delivery: 12%
• Mobile:
  • Poor mobile web experience: 22%
  • No mobile app: 11%

Important Features for a Functional Shopping Experience

• Product Information:
  • Detailed product descriptions: 76%
  • Ample product images: 61%
  • Robust product reviews: 44%
• Tools:
  • Wishlist/favorites: 46%
  • Robust search: 32%
  • Product sharing: 14%
  • Shopping profilers: 11%
  • Try-on tools: 9%
  • Live camera searches: 7%
  • Search using voice command: 5%

Personalization Preferences

• Efficiencies:
  • Quickly access recently viewed products: 59%
  • Account information stored & updated: 55%
  • Designate store channel when shopping: 33%
  • Shared cart accessible across devices: 30%
• Personalization Opt-Out:
  • 52% of shoppers prefer the option to opt out of personalization.
• Algorithm Models:
  • Products shown based on browse & buy behavior on website: 32%
  • Products shown based on others who purchase similar products: 23%
  • Products shown based on browse & buy behavior on other retail websites: 19%
  • Products shown factor in personal demographics: 12%
  • Products shown factor in past web behavior (products, ads clicked): 11%

Customer Service Preferences

• Issue Resolution:
  • Timely resolution: 48%
  • Ability to resolve issues including refunds: 31%
• People:
  • High quality customer service: 47%
  • Human interaction: 26%
• Live Chat:
  • Live chat option: 36%
• Information/Access:
  • Can find contact information: 36%
  • Link to customer service from mobile device: 9%
  • Retailer-provided feedback loop: 5%
• Self-Service:
  • Comprehensive FAQs: 13%
  • Customer service integrated into shopping cart: 13%
  • Self-service FAQ's: 8%

Preferred Communication Methods

• Human:
  • Live chat: 79%
  • Phone call: 58%
  • Email: 67%
• Automated:
  • Chat bot: 16%
• Self-Service:
  • Online form: 28%
  • FAQ page: 17%
  • Social Media: 5%

Inventory Communication

• Onsite Identification/Removal:
  • Product page: 68%
  • Search results: 63%
  • Remove out-of-stock products: 61%
  • Clear omnichannel options: 49%
  • Products with 1-month lead time: 45%
• Communication:
  • Inform regarding late orders: 64%
  • Email/text regarding out-of-stocks including potential resolutions: 50%
  • If onsite display clear, lack of interest in being notified: 32%

Main Points

• Desktop remains the most preferred platform with the highest satisfaction rates.
• Mobile experiences are still evolving, and satisfaction rates are lower than desktop.
• Product information and imagery are critical to the shopping experience.
• Efficiency in site performance, including fast checkout and quick product search, is highly valued by shoppers.
• Inventory transparency and communication are essential to meet customer expectations.
• Personalization is important, but not all customers want it.
• Customer service is crucial, with live chat and human interaction being the most preferred methods.
• Email is a top choice for communication, though live chat is increasingly preferred.
• Clear out-of-stock communication and removal from the site are highly appreciated by shoppers.

Why It Matters

• Retailers must ensure site efficiency, inventory transparency, and secure shopping experiences.
• Product information and imagery significantly influence customer decision-making.
• Personalization should be balanced with the ability to opt out.
• Live chat and human interaction are key to delivering a high-quality customer service experience.
• Clear and timely communication about inventory and order status is critical for customer satisfaction.