Many retailers measure customer satisfaction based solely on the point of sale, but satisfaction and loyalty are often strongly cemented—and potentially damaged—by other stages of the customer experience. A multi-channel retailer that truly understands the value of customer relationships treats the total customer experience as a portfolio of touch points. By measuring satisfaction across the entire customer life cycle, Best Buy discovers the impact of each touch point and how best to capitalize o opportunities to strengthen customer relationships for long-term profitability.
For Best Buy, the challenge was to create a seamless multi-channel experience and understand exactly how each interaction impacts customer satisfaction and loyalty. They needed a scientific means to measure the value of each element of the customer experience and gain deeper insights into purchase behavior. Best Buy als wanted a reliable way to determine the effectiveness of their efforts. Best buy turned to CFI Group and the methodology of the American customer Satisfaction Index (ACSI) to measure customer satisfaction across every point of customer interaction.
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