Koovs.com best customer experience platform, says Forrester survey

By

Maverick Martins

Published
Nov 21, 2017

London-based e-tailer Koovs.com has beaten larger e-commerce rivals like Flipkart, Amazon, Paytm, Snapdeal and others by topping the customer experience list in India in the digital only retailer’s field, according to a Forrester CX Index survey released recently.
 

Amazon, Jabong and Paytm were in the second, third and fourth, respectively. Surprisingly, India’s top digital retailer Flipkart was ranked seventh in the survey.
 
Forrester's CX (Customer Experience) Index measured and ranked 36 brands in India across five industries to identify how well a brand's customer experience strengthens the loyalty of its customers.

"Brands that want to break away from their competitors should focus on emotion," Amit Bhatia, Forrester senior analyst and author of the report said in a statement.
 
"The top five brands in India provided an average of 23 emotionally positive experiences for each negative experience; the lowest-performing five brands provided only eight emotionally positive experiences for each negative one. Emotion is critical as CX has a direct impact on a firm's revenue”, Bhatia added.
 
Koovs and Amazon India were termed as excellent by the consumers interviewed in the survey while the other e-tailers were ticked as good.
 
Koov has been witnessing growth especially in the metro cities and aims to become India's number one western fashion destination by 2020. Majority of Koovs customer base is also from the metros, which seems to have benefited the firm in this survey as consumers interviewed were mostly from these cities.
 
The Forrester survey was based on the feedback received from more than 9,000 Indian online adult consumers.