e-commerce customer experience index for 2013


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2013 CX cummulative data for Polish e-commerce market

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e-commerce customer experience index for 2013

  1. 1. Customer Experience Management e-commerce customer experience index Poland Cumulative report for 2013
  2. 2. 2 opiniac.com – key numbers 6Years of expertise in measurement and evaluation of CX 5Experts in core team 24 Polish e-commerce market leaders cooperated with 9Specialized Voice of Customer tools 0,9 Avarage satisfaction score for polish e-commerce 2+Average cooperation period in years 3Trade associations’ memberships 5 Million unique users who already shared their feedback 15 Average time in minutes needed to launch a survey
  3. 3. 3 Satisfaction from visited e-commerce sites Highest levels of satisfaction were noted in March, when average score reached value of 0,99. Most notable decrease occurred in September - scores plunged to 0,67. Beginning of the year was marked with stable increments, followed by decline in Q2. Summer months, due to lower volume of completed surveys, noted usual improvement. Average satisfaction score from visited websites is 0,830,00 0,20 0,40 0,60 0,80 1,00 1,20 Satisfaction from visited sites (-2,+2)
  4. 4. 4 Market saturation means that knowledge about consumers’ needs and expectations is becoming the most important factor in achieving business goals. Further growth driven by satisfaction
  5. 5. 5 Importance and usefulness of visited pages Average page usefulness score is 0,86 In this case we can observe similar tendencies. Increase in early months, till 1,06 score in March. Followed by decline to 0,74 in May, through small rise in June, gaining temporary stability in holiday period. End of Q3 is marked by biggest drop – in importance and usefulness, pages scored only 0,70. 0,00 0,20 0,40 0,60 0,80 1,00 1,20 Average usefulness of page (-2,+2)
  6. 6. 6 Satisfied customers, ready to give recommendations and share their positive experiences, are finally the most important measure of quality and friendliness of our business. Satisfied and loyal customers!
  7. 7. 7 Average website content score Average website content score is 0,81 Analyzing results by quarters: Every subsequent month of Q1 is marked by 0,09 point increase Notable decrease takes place in Q2. Early Q3 noted both highest (July - 0,95) and lowest (September – 0,61) website content scores. There was temporary improvement in Q4, followed by another decrease in December. 0,00 0,10 0,20 0,30 0,40 0,50 0,60 0,70 0,80 0,90 1,00 Average content score (-2,+2)
  8. 8. 8 Average website ease of use score Average website ease of use score is 0,75 Chart presents global ease of use score for websites being analyzed by opiniac.com. Highest score was noted at the beginning of the year, in March, when average score reached 0,90. Lowest – in the end of the year, in December – 0,55. 0,00 0,20 0,40 0,60 0,80 1,00 1,20 Average ease of use score (-2,+2)
  9. 9. 9 Average website quality and design score Average website quality and design score is 0,86 Design and quality score is highly subjective. What appears friendly and aesthetic to one, for another may be dull and unattractive. Highest score for website design was noted in July – 1,03. From this point we observed a strong decrease; 0,78 in August and 0,61 in September. End of Q3 marks the worst users’ grades – apparently, they were not happy with the end of holiday period. 0,00 0,20 0,40 0,60 0,80 1,00 1,20 Average quality and design score (-2,+2)
  10. 10. 10 Average Net Promoter Score Standard NPS question: „How likely are you to recommend browsed website to friends or family?” Chart presents percentage share of respective categories. Biggest group are Promoters – people loyal to the website. Their lead over Critics is not substantial – only 5 percentile points. Almost every one user in five is Passive – easy to intercept by competition. 43% 19% 38% NPS Promotorzy Pasywni Krytycy
  11. 11. 11 Average NPS is 5,43 Average NPS is low-positive, with 0,5 point increase in 2013 [orange graph] over previous year [dark blue graph]. Its low value may be caused by common issues and bottlenecks present on many websites (incomplete product descriptions, flawed search engine, navigational problems, shopping cart / checkout problems). Users are not declaring loyalty to brand. They are visiting pages more or less randomly, from search or price comparison engines – time spent on site is low, and those users seldom come back. Small effort by competitors is required to take them over. -8,00 -3,00 2,00 7,00 12,00 17,00 Average NPS (-100,100) 2013 2012 Average Net Promoter Score
  12. 12. 12 Growing potential of online research methods Capability and reliablity of online research methods are growing. Due to technical advancement and a very high internet penetration, online research becomes a main tool for analyzing needs, experiences and behavior of consumers on the biggest e- commerce markets.
  13. 13. Customer Experience Management Thank you for your attention. Confidential data. Property of opiniac.com. Not to be copied in any form without permission in written . opiniac.com team