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  Technology Retail in the US

Target overall Effort Score: 59 Target vs 59 Target last quarter
Sector Effort Score benchmark: 58 Target vs 58 Target last quarter

Target climbs two places in this quarter’s rankings, leapfrogging Apple and Microsoft and adding +1 to its Overall Effort Score.

But digging into the pillars, the story is less positive. Target has recorded declines in three out of four pillars, with a climb in ’Style of Communication’ fortunately offsetting these dips.

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Target recorded a score in the ‘Valuing in the customer’ that was -6 less than last quarter, with its customers less satisfied with how they felt their needs were understood and the range of solutions they were presented with. The brand must ensure it is offering more personalisation in its solutions to prevent further declines in this pillar.

Target's +3 rise in 'Style and Communication' is reflective of higher scores quarter on quarter in how its customers rate the politeness of its customer service agents. Training customer service staff to remain polite and professional in the face of annoyed customers is critical and it's clear that Target is delivering in this key area.

Customer Effort in detail

Style of Communication 63 vs 57 last quarter

49% say the politeness of their customer service agents is 'excellent'

50% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge and Expertise 57 vs 58 last quarter

43% rate the expertise of the customer service agent as 'excellent'

43% say the way details were clearly explained to them was 'excellent'

44% rate how well the customer service agent understood their particular problem or question as 'excellent'

Understanding & Valuing the Customer 61 vs 67 last quarter

47% say the way they understood their needs was 'excellent'

41% say the range of solutions or options that were suitable was "excellent"

57% say they were 'very satisfied' with the outcome of their communication or contact

Speed Solving the Problem 58 vs 69 last quarter

43% rate how easy it was to find the information they wanted on the website/app as 'excellent'

43% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

49% say they made it ‘very easy’ to achieve what they set out to do

ContactEngine sponsors the Customer Effort Index

ContactEngine believes that a great customer experience is an effortless one, where life is made as easy as possible for the customer. ContactEngine commissioned the Customer Effort Index to measure how real people perceive the effort it takes to be a customer of some of the leading brands in the world. By enabling a comparison of effort not only within an industry, but across industries, we can identify and learn from the brands who lead on making it easy for their customers to do business with them.