Amazon replaces Netflix at the top of a customer satisfaction survey

Netflix, No. 1 for six years, drops two points to second place in Foresee study.

Stefany Zaroban

Putting an end to Netflix’s six-year reign as No. 1 in customer satisfaction, Amazon snagged the top spot in Foresee Results’ annual Top 100 Online Retailer Satisfaction Index, which was released today.

The major online retailers continue to do a fairly good job in satisfying customers, with an average satisfaction score of 78, which matches last year’s record-high number.

“Over the last seven years, we’ve really seen an industry mature from a huge range of satisfaction scores to a relatively narrow range,” says Larry Freed, CEO of ForeSee. “However, it’s important to remember that these scores are for only the Top 100 e-retailers, and a lot of smaller retailers still struggle with prioritizing the online customer experience. Understanding the relationship between customer satisfaction and purchase behavior should be a powerful motivator to measure and improve online customer satisfaction.”

Nearly one-third of retailers scored 80 or higher on a 100-point scale, which Foresee characterizes as the threshold for a top performer.  Here are some of the top scores for this year and last year for online retailers:


No e-retailer scored below 70, whereas two years ago 15% of the top 100 retailers scored 69 or lower.

ForeSee also scored retailers on purchase intent, or the likelihood of site visitors to buy from a merchant through their stores, catalog or web sites. Amazon snagged the top spot here as well, with a score of 93.  Kohl’s and Costco tied for second with a score of 90 each.

Foresee’s annual survey uses the American Customer Satisfaction Index methodology, which was developed at the University of Michigan to monitor consumer views on the quality of goods and services. The results are based on surveys of more than 22,000 visitors to the top 100 e-retail web sites, as defined by Internet Retailer’s 2010 Top 500 Guide.


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