Amazon topped the company's annual Holiday E-Retail Satisfaction Index. The report is based on over 24,000 customer surveys collected between Thanksgiving and Christmas. This year ForeSee expanded its report to 100 retailers from 40 in previous years.
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.
“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 JC Penney seem to be struggling to find their way, which could make them extremely vulnerable to competitors.”