- Flipkart Tops Forrester’s Customer Experience India’s Rankings.
- The other brands include Shoppers Stop, Toyota Kirloskar and HDFC Bank who are in top four and have a high score on the overall index.
The acquisition of Flipkart by US retailing Giant Walmart seems to be working for the Indian e-commerce giant as it has emerged as the top brand in the digital retailer’s category in rankings by Forrester’s Customer Experience Index (CX Index) India rankings for 2019.
The other brands include Shoppers Stop, Toyota Kirloskar and HDFC Bank who are in top four and have a high score on the overall index.
This survey is based on more than 10,000 customers in India in 2019 where Forrester’s CX Index methodology was used as the benchmark of 39 brands in six industries. This year reports show that Indian brands have significantly improved their CX quality with 33 of 39 brands delivering good CX.
Flipkart which was fourth last year in Digital Retailers Category improved their score by almost 10 points to go from fourth in 2018 to the top spot in this year, beating other digital retailers such as Snapdeal, Shopcules, Koovs.com, Myntra, Jabong and Amazon. For the first time in the last few years, Flipkart has overtaken Amazon in terms of their customer experience. Amazon was first in 2016, Koovs.com topped in 2017 and 2018 (Amazon was second in both years).
HDFC Bank stands as the only Indian brand which has improved its CX more than the competition. The industry average for banks went up over 5 points to retain pole position, while the multichannel retail industry rose more than 7 points to go from last to second.
Despite an increase in their average scores auto and home insurers fell from third to fifth, and credit card issuers- last years second- was at the bottom of the rankings. The digital retailer and automotive manufacturer industries were third and fourth respectively.
“We see an improvement in CX quality as firms are transforming their culture to be more customer-centric. Another trend that we see if those brands are investing in emerging technology and improving understanding of customer needs to improve their innovation ability. This is especially evident in the banking industry where many banks not just refresh their apps frequently but also redesign them from scratch,” Forrester said in a statement.
Amit Bhatia, senior analyst of Forrester of said that Indian brands are changing their culture to become more customer-centric and adopting design practices to improve customer experiences. He also said the brands who want to break away from the pack should focus on emotion and brands can differentiate themselves will reap the benefits of the better CX.