Customer Satisfaction with E-Retail Rebounds, Sets New High for Online Holiday Shopping


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Amazon Raises the Bar;,, Most Improved,
According to ForeSee Results

Ann Arbor, Mich. (December 30, 2009)-Customers of the largest online
retailers are more satisfied than ever according to ForeSee Results’ annual
report on holiday shoppers. The ForeSee Results E-Retail Satisfaction Index
(U.S. Holiday Edition) surged 7 percent to 79 on the Index’s 100-point
scale, a new all-time high. Websites for Macy’s, SonyStyle, The Gap, The
Home Shopping Network and had the greatest increases in
satisfaction year over year, with all five registering increases of 10
percent or more.

“Even in this tough economic climate, e-retail continues to be the bright
spot in a dark environment and last year’s declines are proving to be the
anomaly,” said Larry Freed, president and CEO of ForeSee Results. “But those
gains aren’t necessarily shared across the board. These are the biggest
retailers on the web, and they’ve got the ability to invest in the web
channel and even meet the price points that consumers are looking for in
this economy. Smaller and midsized e-retailers may not be so lucky.”

Amazon scores 87 and leads the pack again, improving 4% since last year and
setting a new high-water mark for the Index. Eleven e-retailers scored over
80 (generally considered the threshold for excellence in studies using this
methodology), and none scored below 70. Several companies made huge jumps
in score, and the most improved among them include (+13% to 79), (+10% to 76) and (+10% to 76).

The annual Top 40 E-Retail Satisfaction Index from ForeSee Results and FGI
Research uses the patented methodology of the American Customer Satisfaction
Index (ACSI), which was developed at the University of Michigan and is a
proven predictor of consumer spending. The study quantifies that a highly
satisfied online shopper is 65% more likely to purchase online, 44% more
likely to purchase offline, 70% more likely to recommend, and 49% more
likely to return than is a dissatisfied shopper.

The report includes an analysis of what website elements would have the most
impact on overall satisfaction if improved. For most companies, improving
price (either actual prices or consumers’ perceptions of price) topped
merchandise and functionality as a customer priority, though priorities
differ from company to company.

“It’s no surprise that price is priority this year. It’s a reflection of
these difficult economic times,” said Kevin Ertell, Vice President of Retail
Strategy at ForeSee Results. “But simply cutting prices isn’t necessarily a
business model for success, so prioritizing website improvements that
customers value most is an absolute necessity.”

To download the free report, visit

About the ForeSee Results E-Retail Satisfaction Index (US Holiday Edition)

The fifth annual holiday online satisfaction report is based on a survey of
over 10,000 visitors to the top 40 e-retail websites according to sales
revenue as reported by Internet Retailer’s Top 500 Guide. Survey responses
were collected by FGI Research’s Smart Panel. The study measured
satisfaction among shoppers who visited the site, regardless of whether or
not they ultimately executed a purchase online, which provides insight into
the performance of retail websites as research and purchase channels.
ForeSee Results used the methodology of the University of Michigan’s
American Customer Satisfaction Index (ACSI) to determine the scores. The
ACSI is the national standard for customer satisfaction and has been proven
to have a direct link with stock prices and other measures of financial

About ForeSee Results
As the leader in online customer satisfaction measurement, ForeSee Results
captures and analyzes online voice of customer data to help organizations
increase sales, loyalty, recommendations and website value. Using the
methodology of the University of Michigan’s American Customer Satisfaction
Index (ACSI), ForeSee Results identifies the improvements to websites and
other online initiatives with the greatest ROI. With over 40 million survey
responses collected to date and benchmarks across dozens of industries,
ForeSee Results offers unparalleled expertise in customer satisfaction
measurement and management. ForeSee Results works with more than 110 retail
clients in the United States alone.

ForeSee Results (, a privately held company, is
headquartered in Ann Arbor, Michigan and has offices in London and

About FGI Research
FGI Research is a leading provider of market research and information
solutions that improve the speed, accuracy and impact of business decisions.
By combining proven research methods, trusted online sample, and advanced
analytics and communications, FGI delivers to end users and marketing
research firms immediate and actionable information to decision makers
throughout their respective enterprises. FGI offers a premier suite of
online research solutions under the SmartPanelT family of specialty and
proprietary custom research panels. For additional information, visit

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