Apple's online score hits the 'threshold of excellence'
Apple's online store scored the highest satisfaction rating of any tech company, according to the annual Top 100 E-Retail Satisfaction Index from customer experience analytics firm ForeSee (http://www.ForeSeeResults.com). Apple's score was 85; scores of 80 or more are considered the "threshold of excellence."
Only one online store -- Amazon -- beat Apple's score; Amazon tallied 89 points.
Apple is also one of the most improved sites from last year, surging five points as did RueLaLa.com. Foot Locker (79) and JCrew.com (78) each jump four points, and 11 e-retailers improved three points. Netflix is four points down from a year ago, but it regained two points from the Index's 2011 holiday-season metric.
"Amazon continues to set the standard for e-retailers. 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," says study author Larry Freed, president and CEO of ForeSee. "That is going to spell even bigger trouble for Netflix. The two companies used to vie for number one. Now Netflix is floundering just as Amazon is making deeper moves into streaming video and even original programming. Netflix regained some lost ground, but it’s no longer a contender."
ForeSee has been releasing scores for the top e-retailers since 2005, providing a track record of performance over time.