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The index is a ranking of the top 40 largest online retailers by revenue, scored on customer satisfaction, using the methodology of the American Customer Satisfaction Index (ACSI). The report is based on nearly 10,000 surveys completed during the holiday shopping season, from Thanksgiving through the last day of free shipping.The report includes all the major e-retailers you’d expect, including Gap, Wal-Mart, Williams & Sonoma, L.L. Bean, QVC and eBay. But you’ll also find several tech companies like Apple, Dell, HP and Sony, as well as major tech retailers like Best Buy, Newegg and Amazon.
The top key finding found in the report explains that after a huge year-over-year increase in online customer satisfaction from 2008-2009 (from 74 to 79 on the study’s 100-point scale), satisfaction with the top 40 American e-retailers dropped on point this year (from 79 to 78).
You can get all 40 in the full report, but here are some highlights:
The Leaders: Amazon and Netflix are top scorers, both with a score of 86. Twelve other retail websites registered scores at or above 80, which is generally considered the threshold for excellence.
- Amazon (down one point to 86 and the only retailer in the top 10 to decline at all)
- Netflix (86, tied with Amazon for the top spot)
- QVC (up three points to 84)
- Avon (up two points to 83)
- L.L. Bean (up three points to 83)
- Newegg (82)
- Apple (82)
- eBay (80)
- Musician’s Friend (80)
- VistaPrint (80)
- Walmart (80)
- Williams-Sonoma (80)
- L.L. Bean (up three points to 83)
- HSN (up three points to 79)
- Twelve companies win the award for most improved since they first entered the index: Costco (up 10 points since they were first measured, to 79), Avon (up eight points to 83), Toys R Us (up eight points to 77), Walmart (up seven points to 80), JC Penney (up seven points to 78), Staples (up seven points to 78), Target (up seven points to 77), SonyStyle (up seven points to 76), OfficeMax (up seven points to 75), Apple (up six points to 82), Home Depot (up six points to 75), and Sears (up six points to 74). These are all significant gains for these companies, given that even a one-point increase in satisfaction can have a significant impact on future purchases, loyalty, and recommendations.
