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J Crew tops in customer engagement within apparel industry
18
Mar '08
When it comes to Customer Engagement, J. Crew, Nine West, Ann Taylor, Aeropostale, Chico's, Guess and American Eagle Outfitters receive the highest ratings in the apparel industry, according to PeopleMetrics, a leading customer and employee research firm.

The PeopleMetrics study looked at 100 brands across four service sectors (Hotel, Retail, Banking and Casual Dining) and ranked Customer Engagement based on feedback from approximately 10,000 customers throughout the United States. Nearly half of the 100 brands were retail stores, with 13 of these in the apparel category.

PeopleMetrics Customer Engagement ranking is determined by behavioral and emotional elements. Engaged customers, according to PeopleMetrics, do the following: 1) promote the company or brand, 2) intend to return in the future, 3) go out of their way to do business with the company, and 4) feel passion, even love, for the brand and experience.

Executive Vice President of PeopleMetrics, Kate Feather, who led the study, noted that PeopleMetrics Customer Engagement measurement is "very stringent," and, as a result, "it is a strong and reliable predictor of customers' behaviors and attitudes."

The PeopleMetrics study also looked at links between Customer Engagement and financial performance. Overall, companies with more engaged customers outperformed those with less-engaged customers in terms of gross margin, earnings per share and return on equity.

Retail expert Bobette Stott, Principal of DesignSource said, "Retailers of all types would benefit immensely from the PeopleMetrics study, as the customer is no longer king and employees are viewed as a liability not an asset."

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