Verint has revealed that Amazon is the CSAT front-runner, and Costco is the NPS leader in the U.S. retail sector.
Surveying thousands of U.S. consumers as part of its "Verint Experience Index: Retail", the vendor used the two CX metrics to benchmark many prominent retailers.
In doing so, it formulated the following top ten lists:
By CSAT
- Amazon - 85.0
- Publix - 84.5
- Costco - 84.4
- ALDI - 84.1
- H-E-B - 83.9
- Apple - 83.3
- Lowe’s - 83.3
- Ace Hardware - 82.8
- Kroger - 82.5
- Sam’s Club - 82.4
By NPS
- Costco - 55.3
- ALDI - 50.9
- Lowe’s - 50.2
- Ace Hardware - 49.6
- H-E-B - 49.6
- Amazon - 48.5
- Publix - 46.4
- Target - 44.4
- Apple - 39.8
- Kroger - 39.7
Yet, perhaps the most eye-catching statistics from the report show how CSAT and NPS have declined over the past year, despite a drop in pandemic-induced uncertainty.
Indeed, the average CSAT rate across the 25 top scoring brands is over a point lower than 12 months ago, with only a fifth enjoying increases in the metric.
What’s more, the average rating for retail was 2.7 points below the figure recorded for financial institutions, as noted in the banking edition of the report.
A similarly bleak picture emerges when assessing the NPS results, as six of the top ten ranked brands have endured declines since last year.
Moreover, the average score for the top 25 brands fell by more than five points to 37.1.
Such scores are concerning as the report references numerous positive CX in retail trends coming to the fore. Omnichannel journeys and curbside pick-up are excellent examples.
So, why – if innovation is rising – are retail customer experiences seemingly on the decline?
Heightening customer expectations in digital service - now many businesses are catching up to the likes of Amazon - is perhaps a factor. Long wait times, pain points in new-look experiences, and trouble keeping track of customer context are hindrances extending beyond the retail space.