Amazon Dominates Satisfaction Index
ForeSee Results’ annual Holiday E-Tail Satisfaction Index found Amazon and its owned properties at the top of the heap this past holiday. The shoppers polled for the study gave the online-only marketer (including both Amazon.com and its owned subsidiary Zappos.com) a whopping 88 out of a possible 100 points for satisfaction—the highest score ever recorded in the survey’s six-year history.
Amazon has dominated past ForeSee surveys in tandem with Netflix. But this year the movie distributor topped the list of companies posting a decline in customer satisfaction, dropping 7 percentage points to 79 out of 100.
The reason, most likely, is Netflix’s mid-year fumble trying to redefine its service. “Netflix totally misread its customer base and is paying the price,” ForeSee president and CEO Larry Freed said in a release. “Raising prices by 60% and splitting… into separate DVD and streaming services totally undermines Netflix’s cost and convenience advantages.”
Behind Amazon in a dead heat for second were ecommerce outlets for Avon, JC Penney, QVC, Apple and VistaPrint, all with scores of 83 out of 100.
