E-retail customers likely to become advocates
The weekly 'Holiday Retail Benchmark' study by ForeSee Results has shown a steady increase in overall customer satisfaction with internet retailers, and a corresponding increase in the score for "likelihood to recommend".
Customer satisfaction held steady during the week from 5th to 11th December 2005, with an overall satisfaction score of 78.1 on a 100-point scale.
The benchmark also predicts future behaviours that are influenced by customer satisfaction, such as likelihood to purchase online or offline, to return to the site, and to recommend it to others.
Of all the attributes measured during the week, the Likelihood to Recommend score increased the most, up 1.3% to 80.9.
Word of mouth as a weapon Larry Freed, president and CEO for ForeSee Results, said: "Word of mouth advocates are every organisation's secret weapon. Rising recommendations are a positive for retailers, who still have a short time to capture the holiday shopping market."
The benchmark uses the methodology of the University of Michigan's American Customer Satisfaction Index (ACSI) to measure customer satisfaction with leading retail web sites. The study covered over 30 retail web sites including, among others: Bose, Cabela's, eBags, Fashion Bug, Finish Line, Gateway, NHL, Norm Thompson, Overstock, Patagonia, Restoration Hardware, Target and Tower Records.