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Apple Ranks Second in Online Shopper Satisfaction, Behind Only Amazon

Apple Ranks Second in Online Shopper Satisfaction, Behind Only Amazon

Apple has ranked second in an online shopper survey conducted by research firm ForeSee. They scored an 85 percent customer satisfaction rating. Apple was in a tie for second with home shopping giant QVC. Both firms fell in behind the leader, Amazon, with a record 89 percent rating.

The Mac Observer:

ForeSee measured customer satisfaction in seven categories, including: Apparel & Accessories, Books, Music & Video, Computers & Electronics, Food & Drug, Home Improvement, Mass Merchants, and Specialty/Non-Apparel. Apple was tied for number two across all categories, but was ranked at the top of the Computers & Electronics category.

“Highly satisfied website visitors are nearly 70% more likely to recommend the website to others than dissatisfied customers,” Larry Freed, President and CEO of ForeSee, said in a statement. “In the modern world of Facebook, Twitter, and other social media, it is even more imperative to provide the best experience possible to your customers because any experience has huge potential to be amplified, for better or for worse.”

ForeSee says customer satisfaction with the online buying experience has been increasing, with the top 100 companies seeing significant rises in their scores.

“If there’s a negative spin to these positive trends” Mr. Freed said, “it is that this puts even more pressure on all other e-retailers to keep up or catch up.”

“Amazon continues to set the standard for e-retailers,” Mr. Freed said. “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.”

One interesting point is that, as shown in the chart above, (compiled by The Mac Observer), there is a very small spread from 5th place (Avon at 83 percent) to 25th place (Dell at 80 percent).

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