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Amazon Tops E-Commerce Customer Satisfaction, Apple Drops

According to a report from ForeSee, Amazon has once again been voted as the most popular online store for customer satisfaction.

In determining the top online retailers for the holiday shopping season, ForeSee awarded Amazon a score of 88 out of 100, the same score it received last year.

The world's largest online online retailer has now achieved the highest scores in the index for eight consecutive years. ForeSee believes it's predominately due to its appeal and variety of products it offers.

"At this point, Amazon has been dominant for so long and has such a history of focusing on the customer, its hard to imagine anyone else coming close," said ForeSee president and CEO Larry Freed. "Companies should emulate Amazon's focus on the customer, which is clearly linked to superior revenues over the years."

Amazon responded to the news by thanking its customers and delivering a variety of holiday shopping stats:

  • On Nov. 26, its peak day, Amazon customers ordered more than 26.5 million items worldwide across all product categories -- 306 items per second.
  • Christmas Day was the biggest day ever for digital downloads from Amazon of movies, TV shows, songs, books, and apps.
  • Best-selling TVs: Vizio 60-inch Razor LED Smart HDTV; Panasonic Viera 55-inch 3D plasma TV; and Samsung 32-inch LED HDTV.
  • Best-selling video games: Just Dance 4; Call of Duty: Black Ops II; and Assassin's Creed III.

Other online retailers in the survey includes second-place with a score of 85, who was followed by with 84, with 84 and with 83., which was tied for second place in 2011, decreased by 4 percent with a score of 80, its poorest rating in four years. Dell also saw its ratings drop by 4 percent for a grade of 77. experienced the biggest decline in customer satisfaction, with a 6 percent decrease for a score of 78.

"This year, we're seeing that even some of the largest companies in the country are at risk if they lose sight of customer satisfaction," Freed said. "Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experience. Dell and J.C. Penney seem to be struggling to find their way, which could make them extremely vulnerable to competitors."

ForeSee's eighth annual Holiday E-Retail Satisfaction Index was compiled on more than 24,000 customer surveys conducted between Thanksgiving and Christmas.


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