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Customer Experience

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by

Rachit Jha

on 25 June 2014

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Transcript of Customer Experience

Objective
Customers today are..
More critical and less loyal
Amazon.in
Customer Experience
Amazon versus Jabong versus Flipkart
WHY Customer Experience is important
Journey of the Customer
WHAT : To compare Amazon, Flipkart and Jabong on Customer Experience on different parameters like
Website (ease of Browsing)
Product Discovery ( ease of Filtering)
Product Presentation
Cart management
Checkout (ease of payment, reliability of payment gateway)
After Sale Services (easy return policy)
WHY : The better the customer Experience the better will be long term loyalty.
Customers today have :
Less time
Zero tolerance for waiting time
More choices than ever before
More buying power
High expectations and no patience
No problems changing vendor/ supplier
proper layout of :
departments
search bar
shopping cart
today's deal
customer service
100% purchase protection guarantee on the very top itself assuring all the purchasers

Source : Researchscape.com
Site Landing
Product Discovery
Product Presentation
Cart Management
User Interface
Subsequent Pages
Offers and Promotions
User Specified Pages
Search and Filtering
Category Browsing
Sorting and Ordering
Products Preview
Recommendations
Product Description
Images and Media
Review and Recommendations
Product Configuration
Price and other Options
Check Out
Cart Management
Shipping Options
Wish List
Related Services
Recommendations
Guest Shopping/ Login
Order Options
Secure Payment Options
Other Services and Options
Order Tracking
product specific offers can be seen
wishlist, cart options
product details present
images and "roll over to zoom" option is present
Shopping
Product Specification
Cart Management
Check Out
Home page is simple with search and filtering options present
Department categories being present
Offers and Promotions can be seen
Sorting and ordering present
No sign up Offer
AMAZON.in
Product previews not available
Recommendations
Description
Images of different angles
Price and other options
Product configuration
click on the image to zoom
click on the image to zoom
click on the image to zoom
Payment Options
Extra Shipping Charges on some products
Related Products
Recommendations
Cart Management
click on the image to zoom
Guest Login Option not available
Delivery Options
( COD not available)
Payment Options
Order Tracking is also provided
After Sale Service
click on the image to zoom
30 day/ 7 day return policy
Only exchange, no return of used items
Different policies for Amazon fulfilled and Seller fulfilled items
Shopping
click the image to zoom
Product Specification
Product Description
Images
Recommendation
Many Shipping options
Gift Wrapping options
Product Configuration
Reviews Present
Cart Management
Cart Summary
Delivery Time Estimation
Recommendations
Cart Management
Discount offers almost always available
Checkout
Guest Login Option
Order Summary
Free Shipping
30 Days Money Return Policy
Cash on Delivery Option
Track Order
After Sale Service
30 day return policy
24X7 customer support
No extra charges on returning a product
Products could be returned in return for the amount paid.
Jabong.in
Home page is simple design
Offers and promotions
customer support
Special offers on signup
Search and Filter options present
Category Browsing
Lacks Product Extensiveness in Books and high end electronics
Shopping
click the image to zoom
Check Out
After Sale Service
30 day return policy
24X7 customer support
No refund of money. Only Exchange/ Vouchers in return
flipkart.com
Home page is simple design
offers and promotions
Customer support
Search and Filter options present
Category Browsing
No Sign Up Offer
Product Specification
Product Preview
Product Description
Single Image Only
Product Configuration
Price and other Options
click the image to zoom
Cart Management
Cart Management
No Recommendation
Delivery time estimation
Cart Summary
Guest login
Customer support provided
Cash on delivery may/may not be available depending upon the item purchased
Delivery charges extra on some items
Pros And Cons of Amazon
Pros
Cons
Lack Customer
Clean and Simple interface
Response time of website is good
Offers are clearly shown and are available
large offerings in Books and Electronics

Flipkart Pros and Cons
Pros
More Books and Electronics items
Android, iOS apps for smartphones
Cons
No "Cash on Delivery" Option for all the products
Single product image only
No Recommendations of Products
No free delivery on all products
No Sign Up Offer
No Money Refund. Only Exchange or replacement.
Pros and Cons of AMAZON.in
Pros
More books and Electronics items
Good product Description
Good view angles of the product including 360 degree view
Cons
Guest Login is not an option
No Sign up Offer
No Cash on Delivery
No cash refund
No free delivery on all products
Product Preview not available
Pro's and Cons of Jabong
Pros
Special Discount on sign up
Gift Wrapping
Product preview
Product Reviews
360 degree view of the product
Delivery time Estimation
Guest Login
30 days money return policy
Cash on Delivery
Free Shipping
Discount offers available
Cons
Lacks Electronics Goods
Lacks books for sale
Customer Experience
Functional
Accessible
Emotional
Customer Loyalty
Recommend
Repurchase
Reluctant to switch
Company Value
Value of the company increases through Loyalty and word of mouth
Customer Experience effects Loyalty and Company Value
After Sale Service
Easy Return Policy
Servicing of the product
Customer Support
Key Criteria for choosing an
e-commerce site
Ease of Browsing
Ease of Ordering/ Filtering the product
After Sale Service
Customer Support
Warranty/ Guaranty Services
Ease of Payment Options
Reliability of Payment Gateway
Ease of Checkout
Easy packaging Options
Ease of Delivery Options
Extensive Product Availability
Product Description in Detail
Product Configuration in Detail
Summary of Pros and Cons
Amazon
Jabong
Flipkart
PROS:
More books and Electronics items
Good product Description
Good preview angles of the product including 360 degree view
CONS:
Guest Login not an option
No Cash on Delivery
No cash refund
No free delivery
Product Preview not available
PROS:
Special Discount on sign up
Gift Wrapping
Product preview
Product Reviews
360 degree view of the product
Delivery time Estimation
Guest Login
30 days money return policy
Cash on Delivery
Free Shipping
CONS:
Lacks Electronics Goods
Lacks books for sale
PROS:
More Books and Electronics items
Android, iOS apps for smartphones
Guest Login
Product Preview Unavailable
CONS:
No Cash on Delivery Option for all the products
No Sign Up Offer
No Recommendations of Products
No free delivery for all items
click the image to zoom
click the image to zoom
click the image to zoom
click the image to zoom
click the image to zoom
Rankings Based on Key Parametres
Ease of Browsing
On the browsing experience/ page layout, equal points to all
Ease of Filtering/ Ordering
On the basis of Ordering/ Filtering the products on this websites:

1. Jabong and Flipkart Share the top rank in this category, since they provide more number of different filtering options than Amazon.

2. Amazon
Product Description
1. Jabong
provides 360 degree view and zooming facility.
2.Amazon
Provides 360 degree view but no zooming facility to all the products.
3. Flipkart
Provides just single image of the product.

Extensive Product Availability
Equal points to all in extensive variety of Products available.
Product Configuration
Equal points to all based on details of the product available.
Jabong
Since Jabong tops the rankings on all the parameters that we defined, it could be said, that Jabong provides better customer experience than Amazon and Flipkart.
Ease of Checkout
1. Jabong / Amazon
For providing better cart management through recommendations and other related product reviews.
2. Flipkart
For not providing recommendations, it lacks behind Jabong and Amazon
Ease Of Delivery Options
Ease of Packaging Options
All three provides gift wrapping. Hence stands equally
Ease of Payment Options
1. Jabong
for proving free delivery and COD for all orders
2. Flipkart
for providing free delivery and COD for "a few" products
3. Aamazon
free delivery for a few products
no COD
Warranty/ Guaranty
All the three provides warranty/ Guaranty of the products sold ( depending on the type of product, warranty/ guaranty may differ ). Hence, all the three stands equally.
Customer Support
1. Jabong
based on after sales service
2. Flipkart/ Amazon
based on after sales service
After Sales Services
1. Jabong
30 days return policy
no extra charges on return
cash back on return- no vouchers
2. Flipkart / Jabong
no special service provided like return of purchased products for the amount of cash paid.
Reliability of Payment Gateways
All provide reliable payment gateways, hence all stands equally
1. Jabong
based on the ease of checkout considering,
COD,
Free shipping
2.Flipkart
since it lacks free shipping and COD for all products
3. Amazon
Free shipping not available
no COD option at all
Full transcript