Amazon.com has few physical touch points with its customers, operating somewhat mysteriously from its headquarters in Seattle’s South Lake Union neighborhood. No stores. No customer support line. But that lack of interaction doesn’t seem to be holding the company back. In fact, customers love the company more than ever, according to ForeSee’s Top 100 E-Retail Satisfaction Index.
Amazon.com moved into first place in the frequently-cited survey last year, taking the top spot from Netflix. And it holds onto the title again this, with a ranking of 89, the highest score ever attained by a retailer in the 8-year-old index. The aggregate satisfaction score remains at 78 on the study’s 100-point scale.
Other top performers include: Apple, QVC, L.L. Bean, Avon, and Keurig. But Amazon is setting the standard in terms of an online retail experience, the authors write.
Amazon led the pack by one point last year, and that gap has widened to four points. Statistically speaking, they are now in their own tier above all of the other players.
The truth is that every consumer who has visited Amazon knowingly or unknowingly benchmarks all other experiences against it, and why wouldn’t they? They were probably most satisfied there.
Other Seattle area companies with online retail operations fared well, including Walgreens/drugstore.com (81); REI (80); Nordstrom (80); Costco (79) and MicrosoftStore.com (78). Scores on the 100-point scale this year range from Amazon.com’s high of 89 to a low of 69, marked by Ancestry.com and efollet.com.
Foresee said that a satisfaction score of 80 on the index has been viewed in the past as the “Holy Grail” of customer satisfaction, with just four companies surpassing the milestone in 2005. This year, 37 companies topped the 80 mark. Here’s a look at the top 13: