Walmart-Owned Flipkart Beats Amazon in Forrester’s CX Index India Ranking

Walmart-owned Indian e-commerce giant Flipkart beat its competitor Amazon India and emerged as the top brand in the digital retailer’s category in Forrester’s Customer Experience Index (CX Index) India rankings, 2019.

Amazon had topped the customer experience in 2016. This year, Flipkart jumped upwards from its fourth position and emerged as the leader. Among e-commerce companies, Koovs had topped the CX Index in the past two years whereas as Amazon was in the second position. Other competitors in the segment were Snapdeal, Koovs, Shopclues and Myntra. Walmart took over Flipkart for an estimated $16 billion in 2018.

In the overall ranking of India CX Index 2019, Shoppers Stop (department store chain) secured first place followed by Toyota Kirloskar (auto manufacturer), Flipkart, HDFC Bank, State Bank of India, Axis Bank, ICICI Bank, American Express, Mahindra and Mahindra (auto manufacturer) and Kotak Mahindra Bank.

Recently, Flipkart started investing in CX by partnering with (Indian) National Skill Development Corporation’s Logistics Sector Skill Council (LSC) to train its delivery executives and staffers. They had invested in improving the understanding of employees on supply chain process and also gave soft skill training.

These CX Index scores hint that Indian brands improved their CX quality tremendously with 33 of 39 brands delivering good scores compared to the last 19 years. Meanwhile, HDFC Bank was the only brand in its category to improve customer experience. The banks improved their point by 5 points as against the points of the multichannel retail industry that rose by 7 points.

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