Amazon 'ranks top for customer satisfaction'

Amazon 'ranks top for customer satisfaction'

Amazon has come top of a survey ranking the top 40 UK online retailers for customer satisfaction.

ForeSee, a customer experience analytics company, has released its 2013 UK Retail Edition today (18th December), in which Amazon.co.uk and Amazon.com came joint top for customer satisfaction, both scoring 84 points out of a possible 100.

The satisfaction scores in the report reflect data collected from 18th November to 5th December from a sample of nearly 10,000 shoppers who had visited any of the top 40 retail websites this Christmas season.

ForeSee said the score of 80 or above was generally the threshold for “excellence”.

However, despite this, the Amazon US site showed no improvement in score on last year, when it also received 84 points, and Amazon UK actually fell by two points on last year’s score of 86.

Third in the ranking was John Lewis’ online store with a score of 79 for customer satisfaction in 2013 and the fourth, fifth and sixth places went to Apple (with 78 points), Marks & Spencer (with 77) and ASDA Direct and Ikea (both with 76).

Ryanair.com came bottom of the rankings with 60 points and ticketmaster.co.uk, lastminute.com and diy.com also came in near the bottom of the table with 68 points.

The report indicates a slight decrease in aggregate satisfaction from Christmas 2012—from 74 to 73 on the study’s 100-point scale. It marks a fall in customer satisfaction for the first time since the survey was launched in 2007.

Larry Freed, c.e.o. at ForeSee, said: “After witnessing the aggregate customer satisfaction score increasing every year we’ve reported on the top 40 UK retailers’ Christmas performance, it’s disappointing to see a drop this year. It may be a fall of only one point, but this represents significant fallout for many—especially those which have seen larger drops.

"With a proven, quantifiable relationship between a positive customer experience online and increased loyalty, sales and recommendations, many of the online retailers in the UK Top 40 clearly need to pay more attention to satisfying their UK customers. This is especially true of the 19 retailers listed with an average or lower score, which are risking loyalty, recommendations, sales and market share.”