Amazon.com tops in online customer satisfaction

Ann Arbor, Mich. -- Amazon.com was the top performer in a review of the Top 100 online retailers by ForeSee Results. The annual report, Top 100 E-Retail Satisfaction Index, includes individual satisfaction scores with the 100 top e-retailers for the past seven years, allowing for comparisons over time and between companies.



After six years of leading the Index, Netflix dropped two points to 85 and Amazon narrowly took the lead, remaining unchanged at 86, followed by Avon.com, QVC.com, and Newegg.com. Rounding out the Top 10 were BassPro.com (82); HSN.com (82), Shutterfly.com (82); Scholastiac.com (81); Vitacost.com (81); SwissColony.com (81) and LLBean.com (81).



The biggest gainers between 2010 and 2011 are Newegg, Shutterfly, Staples, Peapod, Lowes, Macys.com, and Hayneedle, up three points each.



In this year’s survey, nearly one-third of the rated e-retailers score 80 or higher (which is the threshold to be considered a top performer in the Index), up significantly from 2007 when only four websites were considered top performers. Moreover, not a single e-retailer scores below 70. Just two years ago, 15% of the Top 100 retailers scored 69 or lower.



“Over the last seven years, we’ve really seen an industry mature from a huge range of satisfaction scores to a relatively narrow range,” said Larry Freed, president and CEO of ForeSee Results. “However, it’s important to remember that these scores are for only the Top 100 e-retailers, and a lot of smaller retailers still struggle with prioritizing the online customer experience.



The report can be downloaded at foreseeresults.com.