Foresee conducted its Spring Top 100 edition of the ForeSee E-Retail Satisfaction Index, an analysis of customer satisfaction with the top 100 online retailers in the United States.

Amazon is tops again and four points ahead of its nearest competitor, Apple. Amazon not only maintained its lead, it increased its score by 3 points from 2011, breaking the record for the highest score ever achieved using this index and leaving it in a class by itself. Amazon is now THE benchmark to beat.

Apple showed a significant increase over last year, growing 5 points in a single year. Watch out Amazon.

Even, Netflix, which used to be the leader of the Foresee index before its fall from grace last year,  managed to improve by 2 points though it is unknown if they satisfied more customers or just were left with existing customers who were fans from before.

Some interesting statistics about the research into why customer satisfaction matters are included in the infographic below.


The average index score for the top 100 e-Retailers has remained stagnant at 78 for the past three years. While some companies improve, others fall and the average stays the same.  A score greater than 80 is considered the standard of excellence across all industries. 37 of the top 100 achieved a score of 80 or more.

According to the Foresee report, “Satisfaction is the most important customer metric organizations can track and is the driver of all behaviors that retailers care most about: purchases, recommendations, loyalty, and more.”

An interesting chart in the report shows the results an e-Retailer can expect from customers who are highly satisfied.


There is a huge difference between companies who score high (80 or greater) and those that score at the bottom end of the range (less than  70). There were 37 companies that scored over 80 but a very small number scored under 70. The message is clear. Customer satisfaction can have a significant difference in business results.


Another interesting feature in the Foresee report is the analysis they have done about what the e-Retailers need to focus on to improve their satisfaction scores.


The appeal, variety, and availability of products on the website


The usefulness, convenient placement, and variety of online features available to site visitors


Perceptions of accuracy, quality, and freshness of information on the website


Perceptions of the fairness and competitiveness of an online retailer’s prices


The Foresee report provides some excellent data about customer satisfaction levels for e-Retailers, year over year comparisons and root cause analysis of what each needs to do to improve.

Get the full report to see the scores and strengths and weaknesses of various US retailers.

ForeSee is a customer experience analytics firm that uses a trusted technology and proven methodology to measure satisfaction and deliver insights that help companies achieve maximum business impact. Visit for more information.

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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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