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The Customer Dimension covers the experience of customers shopping with the retailer. The research falls under six main categories:

    1. Customer service response time and helpfulness, including Facebook and email tests
    2. Mobile and desktop homepage performance, including engineering and responsiveness
    3. Localisation, including customer service and communication channels as well as fulfilment
    4. Mobile and desktop website navigation, measuring the ease of finding desired products through the use of tabs, icons, search and filtering, among other things
    5. Customer feedback options, such as consumer reviews and product ratings on the product display page and channels to communicate
    6. Mobile app features, including personalisation features, performance and usability, and the ability to leave and see reviews and ratings [retailers with mobile apps]

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