Customer experience 'biggest priority for most US companies this year'

Customer experience is the biggest priority for most US companies this year, a new report from the National Retail Federation and KPMG has shown.

The poll of 247 retail executives showed 67 per cent of companies rank the satisfaction of the consumer as their most important strategic initiative for 2012.

Meanwhile, customer service is the top priority for 82 per cent of organisations - up from 75 per cent last year - and 59 per cent said attracting new shoppers is their main aim.

"Clearly the retailers who master the one-to-one customer approach and who also leverage the full potential of e-and-mobile commerce platforms will be in a much stronger position to gain wallet share," global head of retail at KPMG Mark Larson stated.

Indeed, marketers were found to be putting online channels ahead of real-life ones and 85 per cent said they would focus on improving e-commerce transactions.

This may be an important strategy for many businesses during the financial downturn, as author of a search engine content writing blog Michael Chibuzor recently claimed in an article for Noobpreneur customer service is the "secret recipe" for boosting sales.

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