科尔尼咨询报告-数字客户体验（英文版）

Introduction
In the past few years, we have witnessed an explosion in the online world—an explosion that is also a
harbinger of how businesses will operate in the future. Supply chains are being re-thought, products and
services reconfigured, and business models revamped. Yet while e-business and the Internet are turning
everything upside down, one basic component of business remains unchanged: The relationship
between supplier and customer remains (and always will be) the basic building block for every business
transaction. In the online world, the way that relationship manifests itself may be vastly different from
the traditional relationship-building process, but the need to create a compelling customer experience
remains critical.
Consider this: For all the hoopla about e-commerce, 42 percent of customers shopping on the Internet
abandon the online experience in favor of a traditional bricks-and-mortar channel. In part, this may
be due to unfamiliarity with the new channel; or, a bigger factor may be the quality of the customer
experience that many e-businesses deliver today. Indeed, a 1999 A.T. Kearney study revealed that less
than 17 percent of the websites evaluated delivered a highly positive customer experience. Yet there is
significant middle ground—companies with websites that perform well in some respects (quality
products) do not perform as well in others (customer fulfillment).
Given the tremendous clutter in today’s e-commerce marketplace, the most successful sites are those
that build customer loyalty and enthusiasm. And we believe that the time-honored methodologies
hold fast: There is no better way to create customer loyalty and enthusiasm than through a positive
customer experience.
The importance of establishing a positive customer experience is further substantiated by looking at the
current cost of acquiring an online customer. According to Shop.org, an association of online retailers,
purely online retailers spend an average of US$
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