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ForeSee Holiday Customer Satisfaction Study: Amazon Sets Standard; JCPenney, Apple, Dell Drop

December 27, 2012

ANN ARBOR, Mich., Dec. 27, 2012 /PRNewswire/ — Internet-retail giant Amazon remains at the head of the class, according to the annual Holiday E-Retail Satisfaction Index released today by customer experience analytics firm ForeSee. The eighth annual report–based on more than 24,000 customer surveys collected during the prime holiday shopping season between Thanksgiving and Christmas–expands from measuring satisfaction with 40 top retailers to 100 this year. Aggregate customer satisfaction stagnates, scoring 78 on a 100-point scale. Though satisfaction with top retailers remains the same, a few big-name retailers suffered declines. Apple’s online retail store slides four percent to 80, slipping from a tie for second place and out of the top five entirely, registering its lowest score in four years. PC competitor Dell.com also falls four percent to 77 and below the Index average. But the biggest year-over-year decline goes to JCPenney.com, with a six percent decline to 78.

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“This year, we’re seeing that even some of the largest companies in the country are at risk if they lose sight of customer satisfaction,” said Larry Freed, ForeSee president and CEO. “Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experience. Dell, and JCPenney seem to be struggling to find their way, which could make them extremely vulnerable to competitors.”

Meanwhile, Amazon.com continues to set the standard for customer satisfaction, matching the record high of 88 it set last year in the holiday edition of the Index. Amazon has had the highest scores in the Index for eight years in a row, consistently setting a pace that other retailers don’t seem to be able to touch. Their high score is partially because of the appeal and variety of merchandise they offer, a priority area for some other retailers.

“At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, its hard to imagine anyone else coming close,” added Freed. “Companies should emulate Amazon’s focus on the customer, which is clearly linked to superior revenues over the years.”

The range of scores among the top 100 retailers spans from Amazon’s high of 88 to a score of 72 shared by Gilt.com and Fingerhut.com.

The report includes individual satisfaction scores for 95 of the 100 top e-retailers (see chart below; sample sizes weren’t large enough to report scores for a handful of retailers). In addition to the previous points about individual company performance, other key findings include:

  • Merchandise is a top priority for two-thirds of retailers: Customer experience analytics can provide retailers with a clear direction on prioritizing improvements that will have the greatest return on investment. While many retailers are focused on price, only seven of the top 100 companies registered price as a high priority for improvement. However, 65 of the measured sites should improve merchandise (the appeal, variety, and availability of products) in order to increase overall satisfaction, and by extension, sales, loyalty and customer recommendations.
  • Customer satisfaction matters: Compared to shoppers who report being dissatisfied with a website, highly satisfied shoppers say they are 67% more likely to consider the company the next time they purchase a similar product. Satisfied shoppers also report being far more likely to return to the site, recommend it and stay loyal to the brand. Furthermore, analysis of top e-retailers in the United States has shown that, on average, a one-point change in website satisfaction was found to predict a 14% change in the log of revenues generated on the web.

The full table of scores is below. The full report can be downloaded for free at www.ForeSee.com.

Shopper Satisfaction with Top 100 Online Retailers in the U.S., Holiday 2012

    Website                Holiday      Holiday       Year-
                                   2011         2012  Over-
                                                      Year
                                                      Point
                                                     Change
    ---                                              ------
    Amazon.com                       88           88          0
    ----------                      ---          ---        ---
    LLBean.com                       81           85          4
    ----------                      ---          ---        ---
    QVC.com                          83           84          1
    -------                         ---          ---        ---
    Vitacost.com                     NM           84         NA
    ------------                    ---          ---        ---
    Esteelauder.com                  NM           83         NA
    ---------------                 ---          ---        ---
    Vistaprint.com                   83           83          0
    --------------                  ---          ---        ---
    1800Contacts.com                 83           82         -1
    ----------------                ---          ---        ---
    Keurig.com                       NM           82         NA
    ----------                      ---          ---        ---
    Scholastic.com                   NM           82         NA
    --------------                  ---          ---        ---
    Avon.com                         83           81         -2
    --------                        ---          ---        ---
    Cabelas.com                      79           81          2
    -----------                     ---          ---        ---
    HSN.com                          76           81          5
    -------                         ---          ---        ---
    Newegg.com                       82           81         -1
    ----------                      ---          ---        ---
    1800Flowers.com                  NM           80         NA
    ---------------                 ---          ---        ---
    Blair.com                        NM           80         NA
    ---------                       ---          ---        ---
    Chicos.com                       NM           80         NA
    ----------                      ---          ---        ---
    Freshdirect.com                  NM           80         NA
    ---------------                 ---          ---        ---
    HPShopping.com                   80           80          0
    --------------                  ---          ---        ---
    Kohls.com                        79           80          1
    ---------                       ---          ---        ---
    MusiciansFriend.com              NM           80         NA
    -------------------             ---          ---        ---
    Netflix.com                      79           80          1
    -----------                     ---          ---        ---
    OrientalTrading.com              NM           80         NA
    -------------------             ---          ---        ---
    Shutterfly.com                   NM           80         NA
    --------------                  ---          ---        ---
    Store.Apple.com                  83           80         -3
    ---------------                 ---          ---        ---
    VictoriasSecret.com              81           80         -1
    -------------------             ---          ---        ---
    Walgreens.com                    NM           80         NA
    -------------                   ---          ---        ---
    BN.com                           81           79         -2
    ------                          ---          ---        ---
    EdibleArrangements.com           NM           79         NA
    ----------------------          ---          ---        ---
    Nordstrom.com                    77           79          2
    -------------                   ---          ---        ---
    Saksfifthavenue.com              NM           79         NA
    -------------------             ---          ---        ---
    Sony Store, Online               74           79          5
    ------------------              ---          ---        ---
    Target.com                       76           79          3
    ----------                      ---          ---        ---
    WeightWatchers.com               NM           79         NA
    ------------------              ---          ---        ---
    Williams-Sonoma.com              80           79         -1
    -------------------             ---          ---        ---
    Amway.com                        NM           78         NA
    ---------                       ---          ---        ---
    AnnTaylor.com                    NM           78         NA
    -------------                   ---          ---        ---
    Costco.com                       79           78         -1
    ----------                      ---          ---        ---
    DisneyStore.com                  NM           78         NA
    ---------------                 ---          ---        ---
    FootballFanatics.com             NM           78         NA
    --------------------            ---          ---        ---
    HomeDepot.com                    78           78          0
    -------------                   ---          ---        ---
    JCPenney.com                     83           78         -5
    ------------                    ---          ---        ---
    MicrosoftStore.com               NM           78         NA
    ------------------              ---          ---        ---
    OfficeDepot.com                  75           78          3
    ---------------                 ---          ---        ---
    ShopNBC.com                      NM           78         NA
    -----------                     ---          ---        ---
    SierraTradingPost.com            NM           78         NA
    ---------------------           ---          ---        ---
    SportsmansGuide.com              80           78         -2
    -------------------             ---          ---        ---
    Walmart.com                      79           78         -1
    -----------                     ---          ---        ---
    BestBuy.com                      78           77         -1
    -----------                     ---          ---        ---
    Cdw.com                          NM           77         NA
    -------                         ---          ---        ---
    Dell.com                         80           77         -3
    --------                        ---          ---        ---
    EddieBauer.com                   NM           77         NA
    --------------                  ---          ---        ---
    Gamestop.com                     NM           77         NA
    ------------                    ---          ---        ---
    Gap.com                          73           77          4
    -------                         ---          ---        ---
    Grainger.com                     NM           77         NA
    ------------                    ---          ---        ---
    JCrew.com                        NM           77         NA
    ---------                       ---          ---        ---
    Macys.com                        78           77         -1
    ---------                       ---          ---        ---
    NeimanMarcus.com                 78           77         -1
    ----------------                ---          ---        ---
    Net-a-porter.com                 NM           77         NA
    ----------------                ---          ---        ---
    OfficeMax.com                    75           77          2
    -------------                   ---          ---        ---
    Peapod.com                       NM           77         NA
    ----------                      ---          ---        ---
    RalphLauren.com                  NM           77         NA
    ---------------                 ---          ---        ---
    Staples.com                      78           77         -1
    -----------                     ---          ---        ---
    Symantec.com                     NM           77         NA
    ------------                    ---          ---        ---
    Thebay.com                       NM           77         NA
    ----------                      ---          ---        ---
    UrbanOutfitters.com              NM           77         NA
    -------------------             ---          ---        ---
    AE.com                           NM           76         NA
    ------                          ---          ---        ---
    BassPro.com                      NM           76         NA
    -----------                     ---          ---        ---
    BlueNile.com                     NM           76         NA
    ------------                    ---          ---        ---
    CVS.com                          NM           76         NA
    -------                         ---          ---        ---
    FootLocker.com                   NM           76         NA
    --------------                  ---          ---        ---
    Hayneedle.com                    NM           76         NA
    -------------                   ---          ---        ---
    Nike.com                         NM           76         NA
    --------                        ---          ---        ---
    NorthernTool.com                 NM           76         NA
    ----------------                ---          ---        ---
    REI.com                          NM           76         NA
    -------                         ---          ---        ---
    TigerDirect.com                  79           76         -3
    ---------------                 ---          ---        ---
    Toysrus.com                      75           76          1
    -----------                     ---          ---        ---
    Abercrombie.com                  NM           75         NA
    ---------------                 ---          ---        ---
    AutoPartsWarehouse.com           78           75         -3
    ----------------------          ---          ---        ---
    Buy.com                          74           75          1
    -------                         ---          ---        ---
    Efollett.com                     NM           75         NA
    ------------                    ---          ---        ---
    Lowes.com                        NM           75         NA
    ---------                       ---          ---        ---
    Overstock.com                    72           75          3
    -------------                   ---          ---        ---
    PCMall.com                       NM           75         NA
    ----------                      ---          ---        ---
    Sears.com                        75           75          0
    ---------                       ---          ---        ---
    ShoeBuy.com                      NM           75         NA
    -----------                     ---          ---        ---
    Shopmyexchange.com               NM           75         NA
    ------------------              ---          ---        ---
    Wayfair.com                      NM           75         NA
    -----------                     ---          ---        ---
    FTD.com                          NM           74         NA
    -------                         ---          ---        ---
    PCConnection.com                 NM           74         NA
    ----------------                ---          ---        ---
    Shop.com                         NM           74         NA
    --------                        ---          ---        ---
    Crateandbarrel.com               NM           73         NA
    ------------------              ---          ---        ---
    Nutrisystem.com                  NM           73         NA
    ---------------                 ---          ---        ---
    RueLaLa.com                      NM           73         NA
    -----------                     ---          ---        ---
    Fingerhut.com                    NM           72         NA
    -------------                   ---          ---        ---
    Gilt.com                         NM           72         NA
    --------                        ---          ---        ---

About the ForeSee Results E-Retail Satisfaction Index (U.S. Holiday Edition)
The eighth annual holiday online satisfaction report is based on more than 24,000 responses from visitors to the top 100 e-retail websites according to sales revenue as reported by Internet Retailer’s Top 500 Guide. Survey responses were collected via research panel. ForeSee Results uses technology based on a methodology that has been shown to have a direct link with stock prices and other measures of financial performance.

About ForeSee
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit www.foresee.com for customer experience solutions and original research.

FOR MORE INFORMATION
Chaat Butsunturn, cbutsunturn@kearnswest.com
415-391-7900 x1214
Or Amanda Piasecki, apiasecki@kearnswest.com
202-535-7800 x1114

SOURCE ForeSee


Source: PR Newswire