Ann Arbor, Mich. -- Amazon continues to set the bar higher, achieving the highest rating on the annual Top 100 E-Retail Satisfaction Index by customer experience analytics firm ForeSee. Amazon outdid its 2011 score, climbing three points to 89, and four points higher than the second highest scoring websites, Apple.com (85) and QVC.com (85). (Scores of 80 or higher on ForeSee's 100-point scale are considered superior customer satisfaction performances.)
“Amazon continues to set the standard for e-retailers. The truth is that every consumer who has visited Amazon knowingly or unknowingly benchmarks all other experiences against it, and why wouldn't they? They do everything and they do it well,” said author Larry Freed, president and CEO of ForeSee.
Apple is also one of the most improved sites from last year, surging five points as did RueLaLa.com. Foot Locker (79) and JCrew.com (78) each jump four points, and 11 e-retailers improved three points. Netflix is four points down from a year ago, but it regained two points from the Index's holiday season measure.
“We're measuring the biggest players in the game, and they just keep getting better and better,” Freed said. “Because customer satisfaction, as we measure it, is predictive, that's a good sign not only for the consumer experience, but for the bottom line of internet retailers as well."
Here are Top 20 scoring retailers (listed with their score):
The study uses ForeSee's technology, which is based on a scientific methodology created at the University of Michigan and shows that higher satisfaction leads to improved loyalty and likelihood to make future purchases.