Together with our customers, we build the largest and best digital experience benchmark in the world. Benchmarking digital customer experience in both sales and service journeys, that’s what makes our hearts beat faster. In this report we have opted, as in the 2016 edition, to go deep into the underlying digital experience themes from the WUA Web Performance Model: Look & Feel, Offer and Brand.
Just like last year, the theme Findability (to be found as part of the orientation process) is omitted in determining the rankings. Spontaneous brand or brand recognition, the purchase of paid traffic, SEO and SEA: it does not play a (decisive) role in the Final Score of the Digital Excellence Monitor. The Monitor zooms in on the customer experience themes, and thus on the direct website experience of the consumer. This creates a different picture with other parties at the top than the Digital Sales Scan rankings published by WUA that reflect the complete picture of the customer journey including Findability, Preference, and conversion.