Amazon and Apple score big in customer satisfaction survey

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Amazon and Apple have topped ForeSee’s E-Retail Satisfaction Index for 2012. Apple saw their online website customer satisfaction score increase five points over last year’s ranking while Amazon once again earned first place honors.

Amazon ranked first overall with a total score of 89, topping last year’s first place finish by three points. With a score of 89, the online retail giant also set a new record for the highest score ever recorded by the research firm. Apple tied for second place with QVC.com with 85 points. A score of 80 or higher is considered to be superior, according to ForeSee.


The once mighty Netflix has seen their score drop considerably over the past couple of years. The streaming media provider once posted a score of 87 but after the price hike and Quikster fiasco, that figure has since dropped to 81.

Other tech companies posted respectable scores as well, including Newegg with a rating of 82, Barnes & Noble at 86 and Best Buy / Dell / Shutterfly all posting a score of 80. Microsoft’s online score didn’t quite break the “superior” mark with a score of only 78.

"Any retailer falling significantly below 78 is risking loyalty, recommendations, sales, and market share to competitors who score higher," ForeSee said.

Data was collected from over 21,000 individuals that visited the top 100 retail websites. The index judges websites on the perception and fairness of prices, the overall variety and appeal of merchandise sold, how convenient and useful the website was to use and the accuracy and quality of information about items sold on each site.

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