Amazon.com Leads, RadioShack Lags Retail Customer Experience

In the 2011 Temkin Experience Ratings, we examined the customer experience across 12 industries. Retail is the highest rated industry with an average rating of “good.” Here are the results for all 27 retailers that we rated…

As you can see, Amazon.com and Kohl’s are the only retailers with “excellent” ratings. At the other end of the spectrum, RadioShack is the only retailer with a “poor” rating. There are some interesting differences on the list:

  • Gap can learn from its much higher scoring “sister brand” Old Navy
  • Costco, Sam’s Club, and BJs Wholesale all score highly
  • Walgreens outpaces Rite Aid and CVS
  • Kohl’s has a five point gap over Target
  • Lowe’s has a six point gap over Home Depot 
  • Wal-Mart has a six point gap over Kmart

Let’s take a look at the three components of the Temkin Experience Ratings…

Costco and Amazon.com are the top retailers when it comes to the functional element of experience while Kohl’s  is the top-performing retailer when it comes to accessible experience. Best Buy falls below the good line for “functional” experience while Gap and Radio Shack fall below the good line for “functional” and “accessible” experience. All three of those laggards also score poorly when it comes to “emotional” experience.

The bottom line: Not all retailers are created equal

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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