Hey, the University of Michigan's (UM) American Customer Satisfaction Index (ACSI) for the fourth quarter of 2007 just came out. And they revealed something that customers around the world all know. And that's that there is a disconnect between the service level and experience they have in a company's store versus their website.
Survey says!... that e-tailers scored an 83 on a scale of 100 compared to an overall rating of 71 for store operators. Here's the article.
The fact of the matter is that the customer controls (for the most part) how the web experience goes for them. And, they're more in control of their environment. Of course, some sites are easier to navigate than others...but the lack of inconsistency in personal service in the stores may be what makes the web experience feel better. In the stores, there are more variables and the customer expectations are higher. You'd expect a sales person to greet you and have an answer to a question. Sometimes you get that, and, well, sometimes you don't. You'd expect the store layout to be easy to understand and even, an enjoyable experience. In the web experience, if the customer isn't thrilled with what's happening, the memory is erased with a click of the mouse. Those store experiences last much longer and from this research, seem to leave a more indelible mark on how the customer feels and rates the experience.
As a customer interacting with a brands' web experience or in-store experience, which one leaves you feeling better and better served?
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