How Customer Experience Has Changed in the Age of Amazon
Retailers are investing in technology and resources to improve customers’ experiences as their online shopping expectations increase. This is particularly true in the age of Amazon.com, which has made personalization, one-click purchasing and same-day delivery commonplace.
Over the summer we've been reviewing Total Retail and IBM's recent report, The Amazon Effect: How Retailers Are Adapting Their Businesses to Better Compete With the Industry Leader. We've examined all facets of how Amazon has influenced other retailers’ businesses, from technology spending to order fulfillment to customer experience. The chart below illustrates how retailers’ online customer experiences are increasingly being influenced by the e-commerce leader (the respondents have been segmented by B-to-C, B-to-B, and hybrid).
A key finding in this chart is that B-to-B retailers are more likely than their B-to-C counterparts to be influenced by Amazon when it comes to online customer experience. Seventy-nine percent of B-to-B respondents say their online customer experience has either been somewhat or very much influenced by Amazon, compared to 72 percent of B-to-C retailers that said likewise. Therefore, it makes sense that 28 percent of B-to-C respondents said their online customer experience has not been influenced at all by Amazon, the highest of the three segments.