Netflix Takes Top Honors In Satisfaction Survey

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Ann Arbor, Mich. - once again reigned as champion in the ForeSee Results' annual Top 100 Online Retail Satisfaction Index, beating out and Apple's online retail store.

The video-rental Web site posted a score of 87 points (out of 100), jumping up two points from the prior-year index.

Other CE sites included Amazon (No. 2 on the list, with a satisfaction score of 86); (No. 4, 83 points); (No. 5, 82 points); and (No. 8, 82 points). 

According to ForeSee, nearly every individual retailer registered a satisfaction score on its index that matched or exceeded previous levels. The research firm uses a score of 80 as its "threshold for excellence." A one-point increase in online customer satisfaction (as measured by this study), ForeSee said, translates to roughly $89 million in increased sales for a top e-retailer.

The research firm also released its Purchase Intent Scores, and Amazon took home top honors in that category, with a Purchase Intent score of 92. Runners up were (90) and (89).

"E-retailers with low or average satisfaction levels but high consumer purchase intent are leaving money on the table in terms of growth. E-retailers in this position (such as Costco, Safeway, Office Depot, and Lowe's) are often those with a strong multichannel presence and brand, which is what drives sales more than the website itself," ForeSee said in the survey. "Since satisfaction drives future purchase intent, loyalty, and a host of other behaviors with a direct impact on the bottom line, e-retailers in this category would be well-served to undertake a serious evaluation of how to make the website contribute more tangibly to sales, both offline and online."

Results are reportedly based on surveys of more than 23,000 visitors to the top 100 e-retail Web sites by sales volume, as reported in the 2010 Internet Retailer Top 500 Guide.

"The state of the economy really forced e-retail to step up their game," said study author Larry Freed, president and CEO of ForeSee Results, in a release. "Since so much of the financial downturn was out of their control, companies turned to those things they could improve, and now they are reaping the benefits. Customer satisfaction is not a byproduct of a healthy economy. Instead, a healthy economy is a consequence of satisfied customers."

The entire study

can be downloaded

on the ForeSee Web site.


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