Online shoppers are slightly more satisfied this holiday season than last, according to the Top 40 Online Retail Satisfaction Index produced by ForeSee Results in partnership with FGI Research.

Aggregate customer satisfaction with this group of leading retailers rose one point (1.4%) to a score of 75 on a 100-point scale. The research was conducted using the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI) and surveyed more than 10,000 online holiday shoppers. Among the findings of the second annual holiday edition of the Top 40 Online Retail Satisfaction Index:

Top rated websites include perennial favorites Netflix (86), Amazon.com (84), LLBean.com (80) and QVC.com (80), followed closely by Apple.com and Old Navy.com (both 79). Bottom scorers include CompUSA.com (69), Costco.com (69) and CDW.com (68). Department stores racked up huge improvements: Websites for JC Penney, Sears and Target all racked up huge improvements from last year’s holiday satisfaction scores.Of the sites that were measured during the holiday season in both 2005 and 2006, an impressive 24 have higher customer satisfaction scores this year than last. Only seven sites saw their scores decline from holiday 2005.

Shoppers more satisfied by apparel sites. In the aggregate, people were more satisfied with apparel websites (average satisfaction of 76) than with mass merchants (74) or electronics retailers (74) “What’s remarkable is that the leaders are really working hard to remain the leaders,” said Larry Freed, President and CEO of ForeSee Results and an online customer satisfaction expert. “The top eight retailers from last season either maintained or improved. They aren’t resting on their laurels or giving other retailers a chance to erode their customer base.”

In the week leading up to the holiday shipping deadline, customer satisfaction with online retailers rose slightly from last week, according to the ForeSee Results’ weekly Holiday Online Retail Benchmark. As measured from December 11 to December 17, 2006, aggregate customer satisfaction with online retailers in the benchmark rose .2 points from last week to a score of 76.7 on a 100-point scale. This slight upward trend is a reversal from 2005, when satisfaction started to dip at this point in the holiday shopping season. “We’ve noticed this year that retailers have been able to keep their promotions fresher throughout the holiday shopping season, which is definitely a factor in higher satisfaction,” said Larry Freed, President and CEO of ForeSee Results. “And, there seems to be less of an issue this year with hot gift items being out of stock, which has hurt satisfaction in the past.”

Despite a minor uptick in satisfaction for all aspects of the online shopping experience, customer satisfaction for the sub-group of customers who actually purchased a product has fallen .5 points this week. “This drop in customer satisfaction really isn’t surprising when you consider the stress and time crunch many shoppers feel as they realize it’s ‘now or never’ for finishing their holiday shopping,” said Freed.

Source: FGI research

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