ForeSee: Amazon Tops In E-Commerce Satisfaction While Penney Stumbles
Thursday December 27th, 2012 - 2:55PM
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Amazon.com topped the ForeSee Holiday E-Retail Satisfaction Index, a ranking of 100 top Internet stores. The market research firm, which reviews customer experience analytics, noted that aggregate customer satisfaction remained the same year over year, scoring 78 on a 100-point scale.
ForeSee expanded that Index from the 40 retailers listed last year. Among returning companies in the eighth annual report— based on what the company said were more than 24,000 customer surveys conducted between Thanksgiving and Christmas— JCPenney.com suffered the biggest year-over-year decline, with a six-point slide, ForeSee related, to 78. Apple’s online store slid four points to 80, its lowest score in four years, ForeSee noted. Apple slipped from a tie for second place and out of the top five entirely, registering its lowest score in four years.
Amazon.com scored an 88 in the index. Rounding out the top five slots were LLBean.com, at 85, QVC.com and Vitacost.com, at 84 and Esteelauder.com and Vistaprint.com at 83, and 1800Contacts.com, Keurig.com and Scholastic.com at 82. LLBean.com and QVC.com gained four and one point respectively. Vitacost.com and Esteelauder.com were new to the index, as was Keurig.com. HSN.com gained five percentage points to 81, putting it in the number six slot with Avon.com, Cabellas.com and Newegg.com. With a score of 80, up one, Kohl.com was the top broadliner in the index, tied with Walgreens.com and the online Apple store. Target gained three points and Williams-Sonoma slipped one to land at 79 along with Nordstrom.com and the Barnes & Noble web address.
JCPenney.com fell to the aggregate average 78, where it joined the company of Costco.com, HomeDepot.com, OfficeDepot.com, Walmart.com and new TJX property SierraTradingPost.com. BestBuy.com ranked just below the average at 77 along with Macys.com, NeimanMarcus.com, OfficeMax.com and Staples.com
“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.”
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Dissecting what Ron Johnson got wrong during his brief, calamitous term at the helm of J.C. Penney is sure to be the focal point of retail strategy and tactics lessons for years to come. But Penney’s future could still hinge to some extent on what he got right.