April 3, 2012, 1:04 PM

Consumers rate Canadian e-retailers above average on satisfaction

And highly satisfied Canadians are 55% more likely to return to retail sites.

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Canadian e-retailers earned an average customer satisfaction score of 75 from consumers who, after visiting Canadian retail web sites, rated how satisfied they were with those visits. This puts Canada slightly ahead of the global average satisfaction score of 74, says ForeSee, a research firm that measures customer satisfaction on a scale of one to 100.

ForeSee’s Canadian benchmark score is based on more than 21,000 survey responses from consumers who visited Canadian retail web sites and the Canadian divisions of U.S. retailers’ web sites, such as Sears Canada. ForeSee collected the survey responses in February.

Satisfaction scores for individual retail web sites ranged from 70 to 83. ForeSee considers a score of 70 to 79 “average” and any score of 80 or more “excellent.” ForeSee did not provide scores for individual retailers. Retailers included in the benchmark scoring include Indigo Books & Music, Mountain Equipment Co-Op, Coastal Contacts Inc. and Canadian Tire. Indigo Books & Music is No. 177 in Internet Retailer’s Top 500 Guide. Mountain Equipment Co-Op is No. 395 and Coastal Contacts is No. 117.

Canadian web sites that satisfy consumers are likely to do better in the long run than retail web sites that do not, ForeSee says. A highly satisfied visitor to a Canadian retail web site is 55% more likely to return to the site than a dissatisfied visitor, 92% more likely to recommend it others, 88% more likely to purchase from the retailer online, and 32% more likely to purchase from that retailer’s bricks-and-mortar store.

 “This research really expresses how valuable customer satisfaction can be to the future success of a company,” said Larry Freed, President and CEO of ForeSee. “The results are there—satisfied customers are loyal, will buy again and will recommend.”

Roger Hardy, CEO of Canada-based e-retailer Coastal Contacts, will speak at the Internet Retailer Conference & Exhibition 2012 in Chicago in June in a session titled “Border crossings: How to get orders to customers across borders.”

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