Netflix.com First for Customer Satisfaction

ForeSee Results Inc.'s survey, the Top 40 Online Retail Satisfaction Index, asks online shoppers to rate various aspects of online stores such as merchandise, prices and overall site experience. The 40 sites covered by the survey were those with the top sales volume in the Internet Retailer Top 500 Guide.

Netflix.com leads the index with 86 points out of a possible 100, 2.4 percent up from December 2005, with Amazon.com taking second place. Netflix excelled in those elements that define future buying behavior – brand, merchandise, site experience and price.

At the bottom of the results list lie Costco.com, CompUSA.com and CDW.com.

“That’s not a surprise,” says the report, written by Foresee Results President and CEO Larry Freed. “Not only do those companies trail the pack in satisfaction, they also trail in key future behavior measures, such as likelihood to purchase online and recommend to others. Being one of the largest online retailers is no small feat, but what sits in front of these retailers is the opportunity to make great strides forward in satisfying their customers. This will translate to higher customer retention, stronger customer loyalty and more avid recommenders, all resulting in even better financial performance.”

Perhaps surprisingly, customer satisfaction was high amongst clothing sites such as OldNavy.com and LLBean.com. It appears advances in imaging technology, such as rotate and zoom, have enabled retailers to better represent the quality, color and look of their merchandise.

The results, based on approximately 10,500 responses collected between November 28 and December 19, 2006, conclude that customer satisfaction is up from the 2005 holiday period by 1.4 percent (to 75 points).

The 8-page report is available to view online via the Foresee Results website.

Tags: customer satisfaction, online research, online retailing, online shopping, survey