Amazon (NASDAQ:AMZN) once again topped the list for online customer satisfaction, according to Answers Experience Index's annual retail report. The "2014 Retail Report" looked at customer satisfaction scores for the top 100 retail websites, top 30 retail chain stores and top 30 retail mobile experiences, and found that Amazon got a rating of 84 out of 100.
Down four points from 2013, Amazon's online satisfaction leads QVC.com and Netflix by just one point of satisfaction. Amazon also topped the list for mobile customer satisfaction and retail front-runners were Barnes & Noble and Costco, with 84 and 82 points respectively.
"As retail technologies and capabilities improve, customers expect a lot more from their digital shopping experiences. Based on the preliminary data, Amazon.com's decline in customer satisfaction could be a reflection of its failure to keep up with those rising expectations. In addition, Amazon.com's competitors are gaining ground as they elevate their respective shopping experiences across multiple channels," said Jim Yang, senior VP of products, marketing and services, Answers Cloud Services. "As Answers' methodology has proven, customer expectations are an important contributor to the overall customer experience."
Many retailers are putting an emphasis on customer service, especially this holiday season as they look to compete for customer dollars. For example, Phillip Oaks, VP of merchandising at Walmart (NYSE:WMT) e-commerce recently spoke of the company's "renewed emphasis on customer service," and spoke of the Checkout Promise, a pledge to make sure every register is open in every store during the busy holiday season.
Specifically looking at holiday shopping behavior, the survey found that 66 percent of shoppers visited a store's website on their phone while in the store, up from 55 percent in 2013.
And equally as popular, 46 percent of consumers will shop on Cyber Monday and Black Friday. Cyber Monday will be a big day for mobile, as 53 percent of customers are more likely to shop by phone that day, compared to 45 percent who plan to shop on a desktop.
Retailers will most likely miss out on up to $8.6 billion in sales in mobile commerce this holiday season due to outdated mobile checkout experiences, according to findings from Jumio. In addition, consumers wanting to make in-app purchases are likely to abandon mobile shopping carts if their high expectations for customer care are not met, according to a Contact Solutions study.
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