How the retail industry is failing to embrace multi-channel selling

A joint white paper with call centre partner RXP, investigating how retailers are currently delivering customer experience in a multi-channel environment and to identify what constitutes ‘best practice’.
As a joint initiative, Foviance and RXP have researched 25 leading UK retailers. We have used our ‘expert review’ methodology to look at both the online and offline customer support received during peak times – specifically in the run-up to Christmas and during the January Sales. We reviewed the Customer Experience through a combination of website usability analysis and contact by email and telephone recreating a typical customer journey.
As a result we have gained an insight into how the retail industry is failing to deliver a consistent experience across channels and embrace multi-channel selling. Most are missing a number of opportunities to increase brand engagement and loyalty, improve conversion rates and increase order values. To help address these failings, this white paper gives five recommendations that retailers should adopt to improve their overall Customer Experience ratings.