Forrester names Koovs emerges as India’s best ecommerce portal

A study by Forrester says, fashion portal Koovs.com holds top honors as India's best ecommerce portal. Koovs also scored at least 3 percentage points more than the next digital retailer Flipkart.

In addition, the digital retail industry had the lowest industry average score, behind the auto manufacturers, credit card issuers and banks.

In general, seven in 10 customers had good experiences with Indian brands -- with 10 per cent even reporting having excellent experiences despite Covid-19. Even though the pandemic has led to a dip in consumer spending and overall sentiment, three brands -- Toyota Kirloskar, Mahindra & Mahindra, and American Express -- provided consistently excellent experiences to their customers.

Based on a survey of more than 7,000 customers, Forrester's CX Index benchmarked the CX quality of 28 brands across four industries, including automakers, banks, credit card issuers, and digital retailers. In all four industries, the survey revealed that the ranked brands are unable to differentiate from the competition.

As a result, the brands are unable to realise the full benefits of consumer experience, which include growing revenue faster, charging more for products, and forgiveness for any missteps.

Similarly, in the auto industry, 83 per cent of customers who felt confident during their service experience plan to return to the same brand dealership for their next service, 81 per cent plan to spend more on the brand's services, and 84 per cent will advocate for that dealership.