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The ForeSee blog for CX professionals and the Voice of Customer community.

2015 ForeSee Experience Index (FXI): Did Amazon Regain the Customer Satisfaction It Lost?

We’re in the home stretch of producing our annual commentary on holiday customer satisfaction with the web, mobile and store experiences from the top 50 U.S. and top 25 U.K. retailers. Sign up here to receive the ForeSee Experience Index: 2015 Retail Edition when it’s released next week.

But we’re taking a breather long enough to give you a handful of early insights!

So far we’ve discovered that Amazon is making gains to recover lost ground. In 2014, Amazon dropped a whopping five points from a customer satisfaction score of 88 points (on a 100-point scale) to 83. They appear to be coming back this year with a score to date of 86, which is where they were in 2010.

The full report will delve more into what Amazon improved as well as where they need to go if they want to enjoy higher customer satisfaction again. In the meantime, here’s a video sneak peek:

Amazon, a traditional pure play, is trying new ways to meet customer needs from store locations to drone delivery. The full report will contain more about what consumers think about these efforts— and why—but, according to the data to date, 37% of web and mobile shoppers say they would use Amazon drone delivery for their purchases.

Other highlights:

To date, website satisfaction is up two points to 79 while mobile and store satisfaction stagnates at 79 and 78 respectively. Brick-and-mortar continues to stall along with sales despite Black Friday starting earlier than ever. While gains have been made on improving the web customer experience, retailers still need to move the needle more when it comes to mobile, considering its ubiquity.

  • Web shoppers are more likely to interact with retailers across multiple channels. 41% of web shoppers have also visited a store location in the past three months compared to 31% of store shoppers who’ve also visited a retailer’s website/mobile app. The full report will look at if how that multichannel relationship impacts shopper satisfaction and how that translates to future behaviors tied to repeat purchases and loyalty.
  • Half (51%) of web and mobile shoppers use their mobile phone while in a store—often to compare prices (50%) or get more product details (46%). The full report will look at the success of other uses of a mobile phone in the store, such as the ability to get coupons.
  • Over a quarter of respondents (27%) would donate more to charity given the ability to add a charitable donation to their retail purchase. Retailers who are already doing so should be happy that their efforts are genuinely helping charities this holiday season and those who are considering this feature, should note it does make a difference.

That’s all for now, but the full report—which will be filled with more customer experience insights that only ForeSee can provide—is coming soon. Be sure to reserve your copy of the final commentary for the ForeSee Experience Index: 2015 Retail Edition when it’s released next week.



About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

Read more posts by Eric Feinberg

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