06/01/12
By Karen Moss
ForeSee, customer experience analytics firm, has announced the findings of its annual Christmas customer satisfaction Index across the UK’s top 40 online retail websites during December.
The findings indicate a slight increase in satisfaction from Christmas 2010 to Christmas 2011: from 72 to 73 on the study’s 100-point scale (an increase of seven points since 2007, when ForeSee conducted its initial study). However, a one-point change still means a great deal in terms of revenue when it represents a change for a large group of retailers.
The Leaders: Amazon.co.uk (85) scored highest this year, edging out last year’s top performer, Amazon.com, (82) to claim the top spot. Play.com (80) lost one point and now ties for second place with JohnLewis.com, which is up two points on last year and an impressive 11 points from 2007. Apple.com also performed well (up three points to 78) and enters the top five this year.
The Fallers: The largest drop in scores came from CineworldCinemas.com (a three-point decrease) and Lovefilm.com (a four-point decrease). Both sites scored 72, placing them just below the overall e-retail averagesatisfaction score of 73.
The Most Improved: This year’s largest increase (five points) was TheTrainLine.com (scoring 74). Currys.com, an e-retailer that has experienced score increases on this Index every year since 2008, was up four points this year to 73 points. Apple.com and RyanAir.com were each up three points (scoring 78 and 64 respectively).
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