Amazon Still Tops in Holiday Customer Satisfaction

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Amazon once again earned top-of-the-class marks for customer satisfaction during the 2012 holiday season, according to ForeSee’s annual Holiday E-Retailer Satisfaction Index.

The online retailing giant has been ranked No. 1 in the index for eight consecutive years. Amazon said Thursday that this year’s holiday selling season was its biggest ever, “with over 26.5 million items ordered worldwide on its peak day, which is a record-breaking 306 items per second.”

“To achieve such high customer satisfaction scores and sustain them over time is a remarkable feat that remains unmatched by any other e-retailer,” ForeSee president and CEO Larry Freed said in a statement.

Amazon.com scored an 88 in a customer satisfaction scoring system maxing out at 100, as compiled by the online customer analytics firm. That was a full three points better than LLBean.com, the second-place finisher in ForeSee’s rankings (for the list of the Top 13 E-Retail Satisfaction Leaders, see image below).

ForeSee Cust Satisfaction 2012 Holidays

“We are grateful to customers for once again ranking us at the top of the ForeSee customer satisfaction survey and for choosing to shop at Amazon this holiday. On behalf of Amazon employees around the world, we wish everyone happy holidays and the very best for the coming year,” Amazon founder and CEO Jeff Bezos said in a statement.

ForeSee’s rankings were based on a survey of more than 24,000 online shoppers conducted between Thanksgiving and Christmas. Amazon’s final score marked the second year running that the company has broken its own record for the highest score ever earned by one of the 100 top retailers included in the study.

Amazon offered up some more details about the 2012 holiday season, including the news that the company’s own Kindle Fire HD tablet was its top-selling, most gifted, and most wished-for product during the holidays. Amazon also said this year’s Cyber Monday sale marked its “biggest day ever” for sales of Kindle devices and that its holiday sales of apps and games for mobile devices grew 250 percent year-over-year in 2012.

Other tech-centric retail sites that scored well in the ForeSee index were Newegg.com, tied for 10th place with a score of 81, Hewlett-Packard’s HPShopping.com (80), Netflix.com (80), Shutterfly.com (80), and Apple’s Store.Apple.com (80).

The decent showing by Netflix came despite a Christmas Eve service outage affecting users in the U.S., Canada, and parts of Latin America—ironically enough caused by problems at Amazon-run data centers in Virginia where Netflix streaming video service is hosted.

Big gainers in the rankings included Sony’s online store, which jumped five points from its 2011 score to achieve a 79 in the 2012 index, and has increased its score by a full 10 points since ForeSee began publishing its Holiday E-Retailer Satisfaction Index in 2005. Amazon’s score has risen six points during that period.

There were also some notable declines in customer satisfaction scores for several companies, including three big tech retailers. As noted, Apple’s site managed an 80, but that was actually a three-point drop off from its 2011 score, while Dell.com (77) and TigerDirect.com (76) also lost three points on their scores of a year ago.

By Damon Poeter, PCMag


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