Online retailers are ranked first in customer satisfaction

By

Obi Anyanwu

Published
May 1, 2015

According to a Forrester Research customer experience survey of 18 industries, online retailers that do not have stores are considered to be the best in customer satisfaction.

 
The survey covered 299 companies in 18 industries, in which 6 of the companies were online retailers. QVC Inc. ranked in third, followed by Amazon that was tied for fourth, Newegg Inc. and Zappos were in a four-way tie for ninth place, and Etsy Inc. and HSN Inc. were two of six companies tied for thirteenth place. Each company appeared in the recent Internet Retailer Top 500 list with Amazon ranking number 1, QVC at 15, Newegg at 17, Etsy at 24, and HSN at 25. The lowest online retailer to rank was Rakuten.com in 51st place. All online retailers ranked “OK” or “good” with none rated “Excellent,” “Poor” or “Very Poor.”
 
USAA secured the number one spot in the survey.

According to the survey, “Emotion is the biggest lever you have to pull,” Good customer experience accounts for anywhere from 47% of variation in consumer loyalty to 76% depending on the industry. For online retailers, the number is 66%. It shows that how a customer feels about their interactions with the company influences loyalty.
 
Amazon was found to be the online retailer that made consumers the most satisfied reporting 64 positive experiences for every negative experience. The ratios for the other top online retailers were: HSN 36:1, Zappos 31:1, QVC 29:1, Newegg 19:1 and Etsy 14:1.