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IMRG launches customer experience benchmarking

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A new programme aimed at helping online retailers increase sales while reducing their costs has been launched by industry body IMRG.

The annual Index of Customer Experience measures internet sales from the customer’s point of view, from log on to delivery and after sales service.

Retailers can use the programme, managed by Rebelati, to measure their service against benchmarks for their sector.

IMRG managing director David Smith said: “In future the customer experience will be the key factor in winning and keeping customers. ICE provides a unique and consistent measure to help businesses manage and develop their own customers’ experience.”

Programme director Mark Turner said: “Positive experiences engender loyalty and recommendation; poor ones can ruin a brand’s reputation and lose companies market share at the speed of light in the world of social media.

“But the experience is governed by more than just the web site, it is also affected by the delivery process and any subsequent service inquiries the customer may have. ICE covers the entire cycle.”

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