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Having been a super-loyal customer of Amazon, first in the US and then in India, I could really feel the Amazon effect or lack thereof on my life after recently moving to Dubai. However, with the much-hyped launch of Noon. Emaar backed Noon.
So I decided to pit them against each other and see how they stack-up. I wanted to arrive at an NPS score, which has now become the de-facto measure of customer experience.
However, rather than asing a based on my gut, I decided to construct it from ground-up, using data from my experience during each stage of the journey. See below an example of how the Score Card is created by asing raw scores on a scale of 0 to 10 to each stage based on the experience. After the raw score is multiplied by the corresponding weight which is based on my assumption of the impact of each stage on the overall customer satisfactionyou get the weighted scores, which then add up to a final score between 0 and Based on the calculated score of 8.
The NPS is then calculated by first aggregating of all such data points each customer and then by applying the formula below. Search on Noon were very relevant to my search query. Search on Souq were less relevant to my search query.
Conclusion: clearly the Search on Noon was more relevant and focused than that of Souq where shoes of brands and colors that were not a part of my search query were shown. Considering that Noon had only 5 shoes to match my search, it would have been nice to offer an option to see white sneakers from other brands.
from the home menu usually allows a way to quickly narrow down to your desired. Conclusion: The multi-layered of Noon quickly allowed me to arrive at the desired of Sneakers, post which I was able to filter by brand and color to see the desired .
Souq vs noon: who offers better customer experience?
Conclusion: The checkout experience on both platforms was quite comparable with both following the best practices to make the checkout as easy as possible for the customer. However, given that Souq had an instant checkout option on the PDP and the feedback prompt at the confirmationgives it a slight edge.
Noon should consider adding a quick checkout and a prompt for feedback at the end of the transaction. The Winner: this one goes to Souq with a narrow margin for the reasons listed above. To stress test the capabilities of the two platforms, I chose the items that were fulfilled by their own teams and the were surprising:.
Noon shipped my order within 1 hour and delivered it within 6 hours of placing the order. The delivery experience was superlative since the delivery man, who called before coming to check if it was convenient to deliver, was extremely professional and courteous. At the time, I assumed it to be an exception but my follow up orders with Noon have made me realize that some-one in the background has put in great efforts to make this a key point of customer delight. Opening the packaging and seeing the attention to details was as delightful as the delivery.
Overall, one of the best experiences I have had ordering online. Compared to Noon, Souq took a lot longer to ship and deliver the package and the item was finally delivered on the 3rd day from ordering.
It was clear that this was just another delivery for him. The packaging of the box seemed to just reinforce what had been an uninspiring experience so far. Conclusion: I strongly believe that the front-line staff is one of the most important assets for any business and investments in grooming and training can create a long-term impact on customer loyalty. In addition, while cost is an important consideration, the additional expense of adding finer details to the packaging truly creates a memorable experience and can have ificant payoffs in terms of higher customer lifetime values.
Winner: This was hands-down a Noon show all the way. It checked all the marks that you need to delight the customer. Souq has quite a bit of work to do to raise the bar for this moment of truth in the customer journey.
An area which Amazon has mastered and hence, created millions of super-loyal customers. For starters, both players do not have an option to place a return request on their Apps, which seems a bit strange since it is a best practice to provide self-returns and avoid customers calling in, a more expensive service to provide.
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Before I picked up the phone to place the return request, I decided to check the web version to see if it had that option, and it did. Hopefully, they will have this option for the app soon. For Noon, the return request from that point onward was a pretty smooth process and in fact, the item was picked up with 24 hours of raising the request.
Whereas for Souq, it took longer to pick up the item than it did for Noon.
The comparative timelines for the order completion. Overall, Noon had a couple of additional points of better communication compared to Souq. For deliveries, Souq is now using a service called Wing, and all the delivery related messages were coming through Wing, which seems to have been integrated in a hurry.
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Finally, the Refund process is where Souq did much better than Noon. While I got the refund of the amount from Souq back to my credit card, Noon automatically issued me a store credit instead of refunding it to my card. However, since the experience prior to this was great, I knew I would be back soon to spend that store credit. Conclusion: This was a bit close considering both sides have room for improvements. Hence, I would consider this a near tie. As you can see below, Noon scored way better than Souq on most parameters and delighted me as a customer on several fronts, whereas the Souq experience was a bit underwhelming with no real delight.
In my experience, Noon delivered a much more delightful experience than Souq. Being a die-hard Amazon fan and knowing that Souq is now part of best e-retailer in the world, I have no doubt that Souq-Amazon partnership will quickly raise the bar and bridge the current gaps I experienced. Regardless, very exciting times are ahead of us and no matter who le this market, the customers in GCC are going to win. Go shopping!
Most traditional retail businesses, big and small, have struggled to navigate their journey of Share 1. Sample Scorecard. Formula to calculate NPS. Final Scorecard.
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Author Recent Posts. Amit Rawal. A digital renegade. Tech, food, and music are what get my boat sailing.
In pursuit of excellence and the holy grail of customer experience. Latest posts by Amit Rawal see all.
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