Consumers Give Lower Marks for Online Service
is true that online sales have continued to grow while brick and mortar
operations have struggled during the recession, all is not well on the
e-tail side of the business.
of satisfaction that consumers have with the online retail experience dropped
roughly three percent over the past year, according to the Top 100 Online Retail
Satisfaction Index by ForeSee Results.
retailers picked a bad time to drop the ball, and if they don’t shore up
customer satisfaction, things could get even more bleak," said study
author Larry Freed, president and CEO of ForeSee Results,
in a press release. "Revenue will tell you a lot about
past performance, and by that measure, things don’t look great. But
customer satisfaction will tell us a lot about what’s ahead, and more companies
are losing ground. That’s a real canary in a coal mine for future sales
online and offline, loyalty, retention, and return visits."
of e-tailers in the Top 100 declined while only 16 improved, according
to the study. Netflix and Amazon captured the
highest scores while Kohls.com
(+6 percent) and Costco (+3 percent) achieved the biggest year-over-year
percent), CVS (-8 percent), Neiman-Marcus (-7 percent) and Williams-Sonoma
(-6.4 percent) saw the biggest declines.
become more important as the economy has softened.
doesn’t mean companies should start slashing prices, but it does reflect
the current mood of the consumer," said Mr. Freed. "Online shoppers
are a savvy group, able to compare price and merchandise at the click of
a mouse. In an economy where rising unemployment, plummeting home values,
and tight credit continue to make headlines, consumers are punishing retailers
if they feel prices aren’t fair or competitive."
How would you evaluate the state of customer service in e-tail operations
today versus last year? Is there anything in the research that gives
you pause looking forward?
- Drop in Online Customer
Satisfaction Offers More Bad News for Retailers, According to ForeSee Results – ForeSee Results
- Online shopping gets
lower scores from consumers – The Dallas Morning News
- Amazon and Netflix Riding
High, But Satisfaction With Many E-Commerce Sites Slipping – Storefront