Survey: Ace Beats Apple at ‘Customer Experience’

Retail Dive: “Ace Hardware, BJ’s Wholesale Club and QVC deliver the retail industry’s best overall customer experience, according to rankings assembled by research firm Temkin Group.”

“Apple, widely considered to be a prime example of stellar physical retail, managed just a “good” score of 73%, the same score awarded to Nordstrom, a brand widely synonymous with superior customer experiences thanks its part to its famously liberal merchandise returns policy. (Nordstrom last week eliminated 106 customer care jobs, citing a reduction in the number of customers who reach out for support.)”

“For the study, Temkin Group asked 10,000 U.S. consumers to evaluate their recent brand experiences across three areas: success (‘Can you do what you want to do?’), effort (‘How easy is it to work with the company?’), and emotion (‘How do you feel about the interactions?’). Temkin then averaged these three scores to produce each experience rating.”


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