Customer satisfaction with U.K. online retailers rises, but only just

The gap in customer satisfaction between the U.K.'s largest and smallest online retailers is widening, according to new research from ForeSee Results, and overall customer satisfaction has slowed.

by Helen Leggatt

foresee logo.jpg During 2008 and 2009, ForeSee Results' surveys showed customer satisfaction with online retailers in the U.K. rose from 67 to 71 on a 100-point scale.

This year, however, customer satisfaction has increased only marginally - to 72.

"The best and biggest online retailers are typically providing a much better online experience and smaller retailers are falling further behind," concluded ForeSee Results.

Amazon.com, followed by Amazon.co.uk, rated highest in terms of customer satisfaction, with 84 and 83 points on the scale respectively. Play.com took third place with 81 points.

Dell, on the other hand, suffered a three point decline in points, the most of any retailer in the top 40.

In total, 18% of online retailers saw scores decline, with all but Dell decreasing by just one point.

Foresee Results warns that any retailer falling to 72 or lower on the scale risks loyalty, recommendations, sales and market share. Worryingly, two-thirds of the U.K.'s top 40 online retail websites already fall below that threshold.

But how is the U.K. performing versus the U.S.? ForeSee found that, with an aggregate score of 78, American websites are outperforming British websites by six points, but the gap is closing. Last year, the gap was eight points.