Relevant Retailing: Findings from the IBM 2016 Global Customer Experience Index

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Consumer expectations of retailers have steadily risen while competitors have replicated shopping experiences, making it difficult for retailers to differentiate themselves in the eyes of their customers. To find out specifically where retailers are hitting—and missing—the mark on meeting these expectations, the IBM® 2016 Global Customer Experience Index (CEI) evaluated 550 brick-and-mortar and pure play retailers spanning eight different retail segments in 23 countries across the globe. This study revealed that the industry achieved an overall performance score of 40 percent—a failing grade—when measured against customer satisfaction criteria.
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