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BizReport : Ecommerce archives : January 05, 2010

ForeSee Results: U.K. online retailers keeping customers satisfied

The U.K. may be experiencing the icy grip of winter but, according to the latest customer satisfaction survey from ForeSee Results, British online retailers can bask in the warm glow of contentment knowing they've been keeping their customers happy.

by Helen Leggatt

foresee logo.jpgEvery single one of the U.K.'s top 40 online retail websites studied in December by ForeSee Results showed a year-on-year increase in customer satisfaction scores. So surprising were the results during a somewhat economically dismal 2009, along with flagging sales at the start of the fourth quarter, that ForeSee Results delayed their initial announcement to double check their data.

However, the data was correct and customer satisfaction scores, measured against factors such as price, functionality, merchandise and content, were up 6% on aggregate across all the top online retailers.

So, who were the winners and losers?

Unsurprisingly, Amazon kept its place on the winning podium for a third year in a row with 83 points, up 5 on last year. The online behemoth was also the only website in the U.K. to score above 80, a threshold of excellence using ForeSee's methodology.

B&Q's online DIY store couldn't raise itself off the bottom rung of the ladder despite a 5 point rise on last year's score, accompanied by TicketMaster who also scored 65.

Even though not one of the 40 U.K. online retailers studied showed a drop in customer satisfaction, Larry Freed, CEO of ForeSee Results warned that slippery times may still lie ahead. "While these numbers are certainly a huge step in the right direction, companies who saw improvements run the risk of being lulled into a false sense of security. There is still a long way to go, with the U.K.'s numbers still trailing the U.S. by 10%."

Tags: customer satisfaction, e-commerce, ForeSee Results, online retail, research, U.K.

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