E-retail membership report IMRG has introduced a new annual programme to help online retailers increase sales, reduce costs and boost consumer confidence.
The programme, called the Index of Customer Experience (ICE), aims to test, measure and quantify the customer experience through the purchase cycle from logon, through delivery and on to after-sales service.
It is designed to produce actionable feedback to help retailers understand how the customer's experience affects their likelihood to repurchase and recommend the brand to friends.
ICE will allow online retailers to benchmark themselves consistently and fairly against others in their sector, said IMRG.
“In future the customer experience will be the key factor in winning and keeping customers,” said David Smith, managing director at IMRG.
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