Methodology
Our in-depth research evaluated a customer's journey while interacting with a brand, from landing on the website through to post-purchase.
We evaluated brands across three categories: customer experience, email experience, and cross-channel experience, scoring them on multiple criteria within each stage.
Email experience
Customer experience
Cross-channel experience
WE EVALUATED
BRANDS
IN
COUNTRIES
SPANNING
REGIONS*
*APAC, the US, and EMEA, along with the UK, classifying the country as its own region.
This year's methodology departs from previous reports in three ways:
Geography
For the first time, we factored more Asian countries including Japan and India into the APAC region, which had previously focused only on Australia, New Zealand, and Singapore.
Scoring
We also introduced a new scoring methodology. Previous scoring approaches were purely additive, awarding brands points for areas in which they excelled. This year, we chose to subtract points from brands that did not meet basic criteria in each area.
Brand choice
As always, we chose our brands for their strong regional presence. However, this year we expanded our scope from B2C brands into B2B, direct to consumer (D2C), and subscription companies.
