KPMG Nunwood

UK Customer Experience Excellence Analysis 2017


2017 UK Non-Grocery Retail

Taking 10th place in the UK rankings in 2017 is the online retailer Amazon, with a Customer Experience Excellence score of 7.79. 

Beginning life as a book retailer in the 1990s, Amazon now sells a diverse range of products, and in recent years it has ventured into the world of grocery retail. This idea was expanded upon in 2016 when the brand piloted its Amazon Go store in Seattle. The premise is a supermarket experience without a checkout; shoppers scan their smartphones as they enter, collect the items they want, and then walk out of the store. "Our checkout-free shopping experience is made possible by the same types of technologies used in self-driving cars: computer vision, sensor fusion, and deep learning," the brand says. These technologies can also detect when a customer picks up an item but then returns it to the shelf. A pilot store was opened in Seattle for Amazon employees, and recent trademark applications suggest that the brand could be looking to bring the service to the UK in the future.[1]

Robotics also plays a role in Amazon's customer experience management. The retailer uses automated machinery to carry out the picking in some of its fulfilment centres, and it is experimenting with the use of drones to carry out future deliveries as part of its Amazon Air programme. 

Amazon scores 8.18 for Time and Effort due its fast delivery services. The retailer offers such services as one hour delivery and same day delivery for those shoppers who want their items within a shorter time frame within certain areas. Moreover, the customer feedback indicates that this is an area of strength for the company, with one respondent stating: "I bought a new video game from Amazon, and chose Prime next day delivery, and it arrived on time. It was also great being able to track my parcel." Another shopper commented: "I found a book I'd been looking for on Amazon. I found the copy on a marketplace seller, put it in my basket, paid, and it arrived in two days. Very efficient service."

Other key pillars for Amazon include the pillar of Personalisation, where it scores 8.32, and Integrity, where it scores 7.77.


Company Profile

Founded by Jeff Bezos, the website started in 1995 as a place to buy books because of the unique customer experience the Web could offer book lovers. Bezos believed that only the Internet could offer customers the convenience of browsing a selection of millions of book titles in a single sitting. During the first 30 days of business, fulfilled orders for customers in 50 states and 45 countries – all shipped from his Seattle-area garage











Time and Effort