Only 37% consumers believe retailers offer customer-centric experiences: Kantar study

A recent study by Kantar says that though majority of the CEOs in India believe customer focus is essential for driving business growth, only 37 per cent of consumers believe retailers offer truly customer-centric experiences. The study says Indian retailers are yet to evolve themselves to provide customer service experiences. According to Sushmita Balasubramaniam, Domain Head -CX and Commerce, Kantar South Asia, bad consumer experiences can have much more repercussion now during the pandemic than normal times.

The study says the pandemic provides a huge opportunity for retailers to review their strategies, take the current challenges head on and look for ways and means to service customer needs better in the coming months.The study noted that retailers who are focused on customer experience have higher customer loyalty and with whom the last interaction has been excellent become the most preferred retailer for the future.