Flipkart tops Forrester's customer experience list, Amazon ranked sixth

By

Maverick Martins

Published
Sep 24, 2019

​Walmart-owned e-commerce retailer Flipkart has topped the digital retailers ranking for this year’s Forrester India Customer Experience Index rankings for 2019. Flipkart was ranked fourth last year by Forrester.
 

The announcement comes days ahead of the festive season sales in which Flipkart will take on Amazon’s Great Indian Festival with its flagship event ‘Big Billion Days’.
 
Snapdeal, Koovs, Shopclues, and Myntra were ranked second to fifth respectively while e-commerce giant Amazon was ranked sixth this year.

Amazon had finished above Flipkart in all the previous year’s rankings and this is the first time Flipkart has managed to topple Amazon in terms of customer experience.
 
“We see an improvement in CX quality as firms are transforming their culture to be more customer-centric. Another trend that we see is that brands are investing in emerging technology and improving understanding of customer needs to improve their innovation ability," Forrester said in a statement.
 
Forrester's CX (Customer Experience) Index measured e-commerce platforms to identify how well customer experience strengthens the loyalty of its customers. The Forrester survey was based on the feedback received from more than 10,000 Indian customers in 2019.