According to Forrester's India Customer Experience Index, 2016, Amazon and Bigbasket have championed in the race of customer service in India, defeating their competitors Flipkart and Grofers.
Amit Bhatia, Senior Analyst, Forrester, wrote, "In general, digital-only retailers are realising that deep discounting as a customer acquisition strategy leads to a downward spiral."
He also added, "With no profits to show, increasingly impatient investors, and the threat of foreign entrants with even deeper pockets looming large, many digital retailers have now begun to publicly claim to focus on delivering a differentiated CX (customer experience) instead."
Forrester surveyed 18,033 metropolitan Indian online adult customers for the report.
As per reports published, Forrester survey improving customer experience has become the most talked about topic among the start-ups.
Both Flipkart and Snapdeal long used gross merchandise numbers to claim leading market positions, but suddenly shifted their focus to other metrics this year. Industry watchers think late entrant Amazon is the reason why.
India’s e-commerce bigwigs have now started talking about net promoter score (NPS), customer care, retention, and improved delivery times as their most important metrics.
In the past, they have chased "growth" at the cost of customer experience, which led to a number of start-ups being forced to roll back services, or even shut shop as customers refused to come back and place enough orders to keep the business afloat.