ForeSee Results, market leader of customer satisfaction measurement and management, has today announced the findings of its annual Christmas customer satisfaction Index across the UK’s top 40 online retail websites during December.
After a huge year-on-year increase in online customer satisfaction from 2008 to 2009 (from 67 to 71 on a 100-point scale), customer satisfaction has increased only slightly in 2010 (from 71 to 72).
This is significant because highly satisfied visitors to retail websites in the UK say they are 57% more committed to the brand overall, 59% more likely to purchase online, 33% more likely to purchase offline, and 69% more likely to recommend the retailer.
By comparing scores to the overall aggregate for UK online retailers (72), any retailer falling 72 or lower is risking loyalty, recommendations, sales, and market share.
By this measure, the research shows that 24 online retailers (nearly two-thirds) are under-performing their UK peers.
Despite these findings, the research also indicates that the gap between the best retail websites in the UK and the rest is huge and possibly widening. While the year-on-year increase in satisfaction is small in the aggregate, individual retailers have seen big gains.
The best and biggest online retailers are typically providing a much better online experience, and smaller retailers are falling further behind.
This is the fourth year that ForeSee Results has measured customer satisfaction with the top 40 online retailers in the UK, enabling valuable year-on-year comparison to see which retailers have improved and which have slipped over time.
The Index measured four high-level factors that affect overall customer satisfaction: functionality, price, merchandise and content.
Over 10,000 survey responses were collected from shoppers who had visited the top 40 online retail websites in the UK in November and December.
The Leaders: Amazon.com (84) was measured for the first time this year as a separate site, and it slightly edges out the long-standing top performer amongst UK online retailers, Amazon.co.uk (83).
Perennially high-scoring Play.com increases two points to round out the top three companies scoring over 80 (last year, only one website scored over 80, generally considered the threshold for excellence whilst using this methodology). John Lewis increases one point to 78, and Marks& Spencer enters the top five for the first time in the study’s four-year history with a five point year-on-year increase.
The Fallers: Only seven of the 40 websites (18%) saw scores decline, but all decreased only by one point, except for Dell EMEA, which declined three points since last year to a score of 68, below the online retail aggregate of 72.
The Widening Gap: When comparing the largest online retailers (in terms of revenue, as ranked by IMRG) to the rest of the group, it is clear that the largest retailers have the highest satisfaction. In fact, the average satisfaction of the top 10 online retailers (in terms of revenue) is 77; whilst the average satisfaction for the rest is a 71, a gap of six points. In addition, the 10 online retailers with the best satisfaction had an average increase of two points each, while the other 30retailers averaged no change since last year. In short, the best are getting better, while the rest are slipping.
The Most Improved: Of the 40 measured UK online retailers, 14 (roughly one-third) saw year-on-year increases of at least a point or more. The most notable increases are all companies that build on substantial gains last year by not resting on their laurels and continuing to improve the customer experience on an ongoing basis.
o Marks& Spencer (78): up five points since last year; up eight points since 2008
o Argos (77): up four points since last year; up 10 points since 2007
o Asda (76): up three points since last year; up 12 points since 2007
o Next (74): up three points since last year; up seven points since 2007
o River Island (72): up three points since last year; up 11 points since 2007
o Littlewoods (71): up five points since last year; up seven points since 2007
o Curry’s (69): up three points since last year; up nine points since 2007
Source: ForeSee Results
Source