30% of customers are satisfied with brand services offered during discovery phase

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2022, 2:01 AM UTC

According to an Incisiv-Genesys report, only 15% of retailers offer their audiences a differentiating experience when it comes to omnichannel customer service.

Though 90% of consumers begin their buying journey online, only 30% are satisfied with brand services offered during the discovery phase of the experience. The report also found that the department store segment leads the industry, when it comes to enabling agents to provide assistance with product information.

The grocery segment, on the other hand, ranks last with only 13% of retailers providing search history visibility. This segment, however, performs well with services like buying online and pick-up in store. The consumer electronics segment leads all of retail in offering the option to register and manage loyalty accounts, as well as enabling agents to help shoppers with returns.

Incisiv’s Chief Operating Officer Amarjot Mokha said retailers need to build and refine capabilities to serve new customer expectations in the post-pandemic world. “Adopting foundational and advanced capabilities can help retailers improve their digital performance KPIs and competitive strategy by promptly adapting to consumers’ omnichannel service needs,” added Mokha.  

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