Which Online Retailers Have the Most Satisfied Customers and What You Can Do to Improve Your E-Commerce Efforts

ForeSee Result's annual survey of customer satisfaction finds that Netflix.com, QVC.com and Amazon.com sit atop the list (again) of the leading 100 e-retailers.

By Thomas Wailgum
Wed, May 21, 2008

CIO — Wondering how to improve your company's e-commerce operations and increase customer loyalty, sales and word of mouth? Just follow the customer satisfaction strategies of Netflix.com, QVC.com and Amazon.com.

The Best of the Best Online Retailers

ForeSee Results' 2008 survey data finds that these seven online businesses satisfy online shoppers the best.

Website	Score	Change from
		'07
Netflix.com	86	1%
QVC.com	84	-1%
Amazon.com	83	0%
DrsFosterSmith.com	81	0%
Shutterfly.com	80	4%
Newegg.com	80	3%
Apple.com	80	1%

According to ForeSee Results data, highly satisfied online shoppers are 69 percent more likely to purchase from the same retailer the next time they're looking to buy similar merchandise, 75 percent more likely to purchase online, 42 percent more likely to purchase offline, and 75 percent more likely to recommend the retailer than shoppers who have a low level of satisfaction with the retailer.

In addition, ForeSee Results' data shows that a single point increase in customer satisfaction would lead to an average online sales increase of $112 million for the top 100 online retailers that have been measured during the past two years. (To read why companies aren't meeting shoppers' customer service expectations, see "Your Customer Service Stinks.")

What Online Retailers Can Do

At a high level, Freed writes, e-retailers should focus on "online branding and site experience in order to increase customer satisfaction, loyalty and purchase intent." (See "How Wal-Mart Lost Its Technology Edge" for an inside look at how Walmart.com is faring.)

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