Amazon, Netflix, L.L. Bean Ranked as Online Customer Satisfaction Leaders

Consumer satisfaction with a retailer's website has a dramatic impact on brand loyalty and purchase patterns. Highly satisfied visitors say they are 60% more committed to the brand overall, 61% more likely to purchase from the retailer online and 35% more likely to purchase from the retailer off line, according to ForeSee Results.

ForeSee, which has measured holiday season customer satisfaction for six years, used nearly 10,000 survey responses generated from a nationwide panel of 1.6 million consumer households that have agreed to participate in opt-in surveys.

The 12 leading sites in the ForeSee E-Retail Satisfaction Index for the 2010 holiday season include two perennial winners—Amazon and Netflix—as well as an eclectic mix of retail giants (Walmart), catalog specialists (L.L. Bean, Williams-Sonoma) and direct sales organizations (QVC, Avon).

There's good reason for retailers to pay close attention to customer satisfaction. A 2009 ForeSee analysis of 93 of the top 100 U.S. e-tailers showed that a one-point difference in website satisfaction predicted a 14% difference in the revenues generated online.

Following is the list of customer satisfaction leaders for holiday 2010. These are the 12 retail sites that ranked above 80 on a 100-point scale, which ForeSee considers the threshold for excellence.

1) Amazon (down one point to 86 and the only retailer in the top 10 to decline at all)
2) Netflix (86, tied with Amazon for the top spot)
3) QVC (up three points to 84)
4) Avon (up two points to 83)
5) L.L. Bean (up three points to 83)
6) Newegg (82)
7) Apple (82)
8) eBay (80)
9) Musician's Friend (80)
10) VistaPrint (80)
11) Walmart (80)
12) Williams-Sonoma (80)
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