零售客户体验指数

IN PARTNERSHIP WITH Market Trends Consumer Behavior & Outlook Four Colliding Forces Creating Retail's Make-or-Break Moment Economic Headwinds Loyalty Erosion Rising Expectations AI Experience Gap ••87% customers demand proactivecommunication.45% expectrst-touch resolution. ••Online sales in the US are projectedto grow ~7% YoY in 2025, reaching$1.57 trillion annually.US consumer spending slowedfrom 3.6% growth in 2024 to 1.3%in H1 2025. ••Loyalty program effectiveness isdown 32% YoY.82% of customers trust onlinereviews over brand messaging. ••72% of retailersplan to usechatbots or AI assistants in thenext two years.43% of consumersdistrust GenAIdue to concerns about accuracyand transparency. The paradox:Rising adoption, decliningcondence.Impact:AI risks creatingfriction unless designed for trust. A two plus minute response time isnow considered "slow".Impact:Customers compare your services tobest-in-class performers not justwithin retail but across industries. Price sensitivity meets experiencedemands.Impact:One misstep canresult in permanent customer loss. The paradox: Growth in digitalchannels, decline in total spend.Impact: Every digital interaction mustconvert. These forces are creating a make-or-break moment that requires fundamental customer experience transformation CX Evolution From Cost Center to Winning Formula The three eras The shift to Era 3 creates unprecedented opportunity: While competitors struggle with old models,CX leaders are building insurmountable advantages.Source:Incisiv Research Customer experience maturity on therise as retailers elevate digital service The CX Maturity Gap: Most Retailers Are FallingBehind Customer Expectations The Good NewsRetail industry average customer experiencecapability maturity jumped from 34% in 2024to 47% in 2025 The Leaders and LaggardsHome Furnishings at 54% average capabilitymaturity leads in CX maturity and HomeImprovement lags at 42% The WarningCustomer expectations already demand 75%+maturity. Most retailers are 28 points behind The Risk 58% of retailers assessed have less than 50%capability maturity. These retailers riskbecoming irrelevant in the next 5 years Leaders are accelerating twice as fast as theindustry average. Why Most Retailers Can'tSee Their Own Crisis Retailers' View: Customer Reality: •••CSAT trends improvingTickets handled efcientlyChatbot deection at X% •••Three channel attempts before successAlready shopping competitorsFive friends heard about a bad experience What Actually Matters: What Gets Measured: •••Response timeTickets closedCost per contact •••Problems preventedEffort requiredEmotional impact Without external benchmarking, retailers mistake efciencyfor excellence. Retail Customer Experience Index Benchmark Overview 2025 Retail Customer Experience IndexIn partnership with TalkdeskSource:Incisiv Research Methodology What This Benchmark Does Maturity Reality Check:Strips away marketing spin to revealoperational truth 146 retailers assessed, spanning 11 core retail segments: The Investigation Capability Canyons:Pinpoints the exact gaps for retailers acrossmaturity levels •146 retailers assessed across:Apparel, Consumer Electronics, Department Stores, Footwear, General Merchandise,Health & Beauty, Home Appliances, Home Furnishings, Home Improvement, Luxury,Sporting Goods Competitive X-Ray: See precisely how retailers stack up not justagainst peers but also against the best-in-class •Mystery shopping executed:Real customers, real problems, real interactions. Analysis of 1,500+ customerjourneys ROI Roadmap: Shows where every dollar creates maximumimpact •Platform capabilities tested:100+ capabilities tested for what they deliver, not what is claimed We didn't ask retailers what they do.We tested what customers experience. •Journey friction mapped:Every touchpoint; every failed interaction; every dead end Background The 2025 Customer Experience Index represents the evolution of Incisiv's comprehensive CX assessment methodology, developed in partnership with Talkdesk. This second editionexpands our analysis from capability presence to performance effectiveness. Key methodological advances: •••Not just presence or absence of capabilities but experience effectivenessFrom point interactions to journey excellenceWider coverage of capabilities (112 in 2025 vs. 101 in 2024) EON Framework “Can issues be resolved intelligently, efciently,and in-channel?” “Does support feel human, contextual, andconsistent across touchpoints?” “Can shoppers reach support when and howthey want?” Enablers of seamless, proactive, andpersonalized service-like agent continuity,expert assistance, appointment scheduling,AR/visual tools, and GenAI Capabilities for real-time, end-to-end resolutionsuch as chat-based returns, cancellation, issuetracking, and eco-conscious support options Channels and tools used to initiate and managesupport conversations, such as chat, voice,email, SMS, social plat