Spotlight on e-retailers – Customer experience | KPMG | BE

Spotlight on e-retailers

Spotlight on e-retailers – Customer experience

With the highest scores for customer experience across all sectors, e-retailers offer some valuable lessons for other service-based organizations.


Related content

Spotlight on e-retailers

Key findings for e-retailers:

  • 59 percent of US respondents ranked their e-retailers highly for customer experience, the UK and Germany also received comparatively high scores at 53 percent and 48 percent respectively
  • UK were the only respondents to say that their customer experience had worsened in the past 12 months
  • More than half of respondents from China said that their experience had improved over the past year, UK e-retailers received a below-average ranking
  • Utilities customers place highest importance on value for money
  • e-retail customers place highest importance on value for money
  • In many attributes, e-retailers perform at a higher level than warranted by their relative importance
  • Customers ranked staff engagement as being of relatively low importance
  • 83 percent of China’s respondents said they had recommended their e-retailer, more than half of those from the US, Australia and the UK did the same
  • More than half of all respondents from the UK and US report having complaints resolved at the first point of contact.


“e-Retailers are very focused on creating a differentiated offering through customer service and this has translated into higher than average customer experience scores across the board.”


The experience of e-retailers show that, as consumers become more comfortable with digital channels, their satisfaction increases,” noted Willy Kruh, KPMG’s Global Chair for Consumer Markets. “In particular, e-retailers have managed to create a strong customer proposition through the mobile channel which allows them to enhance value for money, improve customer care and streamline sales without massive increases in capital expenditure.”

Connect with us


Request for proposal