Report: Bad retailers get 1.65 chances.

The average customer will give a retailer 1.65 chances to deliver a great customer experience. Our new report also shows that over a third of all customers feel that retailers do not care about them after the payment.

Most customers have probably thought “I am never shopping there again” after a bad experience. But how often do they actually make good on this promise and never come back?

Our new APEX report (After Payment Emotional Experience) tries to answer this question. It looks into the perceptions of shopping, payments and customer experiences among 2,005 consumers before, during and after a purchase

The APEX report shows that retailers at best have 1.65 chances to deliver a great experience.

“Customers’ high expectations increase competition among retailers who fight to deliver the best payment experience and highest level of service. The fact that retailers get 1.65 chances means that there is no room for sloppiness. It also emphasises the fact that it is a good idea to invest in a good customer experience both before, during and after a payment,” says Bettina Thorkelin, Regional Director Nordic at Rapyd.

Consumers want a long-term relationship with their retailer

According to the report, 58 percent of all consumers want a long-term relationship with their retailer. This applies to 62 percent of women and 55 percent of men.

“Our analysis clearly shows that there is a strong relationship between consumers and brands. However, it also shows that it does not take much for consumers to lose confidence in a retailer,” says Bettina Thorkelin from Rapyd and continues:

“Some retailers are blinded by the customer experience leading up to the payment and forget that consumers would like a long-term relationship with the brand. In some cases, consumers never come back after a poor shopping experience.”

Payment data can strengthen the relationship

According to Bettina Thorkelin, payment data is key to delivering a great customer experience since it reveals consumer preferences.

“Payment data can be the difference between a good and a bad customer experience. As retailers collect user data from previous purchases, they can get a picture of each individual consumer including what they buy, how often they return items and their preferred payment methods. Next time the consumer needs to pay for a product or service, they will be presented with a journey that feels familiar and safe,” says Bettina Thorkelin from Rapyd.

 

En fysisk butik eller webshop har i gennemsnit 1,65 chancer for at levere en god kundeoplevelse. Det viser vores nye undersøgelse, som også afslører, at hver tredje forbruger føler, at retailere er ligeglade med dem, efter betalingen er gennemført.

De fleste forbrugere har tænkt “det er sidste gang, jeg handler der” efter en dårlig oplevelse. Men hvor mange gør alvor af deres trussel?

Vi finder svaret i vores nye APEX-rapport (After Payment Emotional Experience), som ser på 2.005 forbrugeres shoppingoplevelser før, under og efter et køb i både fysiske butikker og på nettet.

Vores APEX-rapport viser, at forbrugerne i gennemsnit giver en butik 1,65 muligheder for at levere en god oplevelse.

“Forbrugernes høje forventninger øger konkurrencen blandt retailere om at kunne levere den bedste købsoplevelse og det højeste serviceniveau. At en retailer kun får 1,65 chancer betyder, at der ikke er plads til sjusk. Det understreger samtidig, at der er god forretningsmæssig værdi i at investere i gode kundeoplevelser både før, under og ikke mindst efter et køb af et produkt eller en service,” siger Bettina Thorkelin, Regional Director Nordic i Rapyd.

Forbrugere ønsker langvarigt forhold til deres retailer

Vores undersøgelse viser, at hele 58 pct. af forbrugerne ønsker en længerevarende relation til deres retailer. Det gælder 62 pct. af kvinderne og 55 pct. af mændene.

“Vores analyse viser tydeligt, at der er en stærk relation mellem forbruger og brand. Men den viser også, at der ikke skal ret meget til, før forbrugerne mister tilliden,” siger Bettina Thorkelin fra Rapyd og fortsætter:

“Nogle retailere lader sig forblænde af oplevelsen op til et køb og glemmer, at forbrugerne faktisk gerne vil butikken og brandet på den lange bane. I nogle tilfælde resulterer det desværre i, at en forbruger aldrig kommer igen efter en dårlig shoppingoplevelse.”

Betalingsdata kan styrke relationen

Ifølge Bettina Thorkelin er betalingsdata selve nøglen til forbrugernes hjerte, fordi dataen viser deres præferencer.

“Betalingsdata kan være en vigtig kilde til viden om, hvorvidt forbrugeren har haft en god eller dårlig købsoplevelse. Det giver nemlig et præcist billede af den enkelte forbruger, herunder hvor ofte de refunderer varer og hvilke betalingsmetoder, de foretrækker. Så næste gang forbrugeren skal betale for din service eller et produkt, skal personen ud på en velkendt og tryg rejse,” slutter Bettina Thorkelin fra Rapyd.