Trends Report

Utility And Emotion Drive Amazon's Global Appeal

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

November 13th, 2015
Anjali Lai
With contributors:
Reineke Reitsma , Michael Gazala , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


Whether you're a retailer or not, you're competing with Amazon. The company's approach to customer service and fulfillment is powering impressive growth across the globe and raising consumer expectations across the board. Its scores on Forrester's Customer Experience Index (CX Index™) place it among the best in class in seven markets across North America, Europe, and Asia Pacific — an unparalleled performance. This report uses Forrester's Technographics 360 methodology to reveal what drives Amazon's global appeal.

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