美国电子商务用户满意度分析

1、holiday satisfaction with online shopping rebounds the foresee e-retail satisfaction index (u.s. holiday edition) december 28, 2011 commentary and analysis by: larry freed, president and ceo, foresee research by: rhonda berg 2011 foresee 2 73 72 90 86 +6 +5 the foresee e-retail satisfaction index (u

2、.s. holiday edition) 2011 satisfaction over time top 40 e-retailers (2011 holiday season) 81 80 79 79 78 79 78 77 76 75 74 75 7474 74 after a slight dip, satisfaction rebounds 71 2005200620072008200920102011 to match its highest point ever. 2011 online holiday shopping in the u.s. winners and losers

3、 the highs a score of 80 or higher the lows relatively low scores signal 88 is generally considered the threshold for excellence. possible future loyalty and sales problems for these companies. 828383838383 78 74 70 66 72 64 73 62 amazon.avon.comjcp.comqvc.comstore.vistaprint.overstock.comgap.com co

4、mapple.comcom +4 +3 biggest increases e-retailers have to continue to improve to keep up with cus- tomer expectations. biggest decreases losing ground over time could signal a worrisome trend. +2 +1 0 -1 -2 (+6) to 79 (+5) to 83 (+4) to 80 (+3) to 83 (+3) to 78 (+3) to 78 (-7) to 79 (-5) to 73 (-4)

5、to 72 -3 -4 -5 -6 -7 tigerdirect.jcp.comdell.com vistaprint. homedepot. macys.com netflix.comgap.comoverstock. comcomcomcom data taken from 2011 foresee e-retail satisfaction index (u.s. holiday edition) 3the foresee e-retail satisfaction index (u.s. holiday edition) 2011 executive summary for the s

6、eventh year running, foresee has conducted the e-retail satisfaction index (u.s. holiday edition), an analysis of customer satisfaction with the top 40 online retailers (by sales volume, according to internet retailer) in the united states during the 2011 holiday shopping season. this revealing data

7、, the result of more than 8,500 customer surveys collected during prime holiday shopping time between thanksgiving and christmas, allows for year-over-year comparisons of both average satisfaction and satisfaction with individual retailers. key findings of this years research are further explored in

8、 the following report and include: satisfaction rebounds: after dropping one point from 2009-2010 (from 79 to 78 on the studys 100-point scale), satisfaction with the top 40 u.s. e-retailers rebounded this year (from 78 to 79). amazon annihilates netflix: netflix drops six points from its perch as p

9、erennial satisfaction leader (from 85 to 79); meanwhile amazon gains two points to achieve a score of 88, the highest score ever attained by any retailer measured in this index since 2005. the two companies, who have long been together atop the index, are starting to diverge, signaling a strong year

10、 to come for amazon and a difficult one for netflix. winners and losers: top-performing e-retailers include amazon, avon, jc penney, qvc, and apple. bottom performers include overstock and the gap. price matters less: american consumers were less price sensitive during the 2011 holiday shopping seas

11、on than they were last year; our 2011 data shows that, at the aggregate level, price has a smaller impact on satisfaction than last year. instead, for many e-retailers, improving merchandise and content would have a greater return on investment than price. 4the foresee e-retail satisfaction index (u

12、.s. holiday edition) 2011 customer satisfaction matters: compared to shoppers who report being dissatisfied with a website, highly satisfied shoppers say they are 64% more likely to consider the company next time they are purchasing a similar product. satisfied shoppers also report being far more li

13、kely to return to the site, recommend it, and be loyal to the brand. another convincing argument for the importance of customer satisfaction: analysis of top e-retailers in the united states has shown that, on average, a one-point change in website satisfaction was found to predict a 14% change in t

14、he log of revenues generated on the web. introduction e-retail analysts and holiday post-mortem headlines often focus on whether revenues were up or down, and revenues for the 2011 holiday shopping season have shown a great deal of upward momentum. early estimates from comscore indicate that online

15、retail sales during this period were up 15% over 2010. there is no question that sales tell us a lot about the state of the industry; however, there have typically been severe limitations to understanding what is fueling the sales increase (and therefore how to maintain and build it). online retaile

16、rs tend to know a lot about online shoppers basic behaviors: what pages they clicked on, where they came from, how much they spent, and what they abandoned in their cart. these metrics, combined with evaluations of retail success or failure in terms of revenues, are certainly mission-critical, but t

17、hey are also backward-looking metrics and can only tell retailers what has already happened. this is where understanding customer satisfactions impact on future financial success provides valuable insight. there is a powerful and quantifiable relationship between a positive customer experience and i

18、ncreased loyalty, sales, and recommendations. nearly 20 years of research coming from both academia and the private sector indicates that increasing customer satisfaction is one of the most powerful things a retailer can do to increase sales across all channels, loyalty, and positive word-of-mouth r

19、ecommendations. 5the foresee e-retail satisfaction index (u.s. holiday edition) 2011 in fact, the following report shows that highly satisfied visitors to retail websites in the u.s. say they are 65% more committed to the brand overall, 68% more likely to purchase from the retailer online, 48% more

20、likely to purchase from the retailer offline, and 67% more likely to recommend the retailer than their dissatisfied counterparts. in this way, retailers can begin to quantify the value of a satisfied customer to their current and future business, rather than rely solely on backward-looking metrics.

21、foresee uses the academic methodology of the american customer satisfaction index (acsi), created at the university of michigan, to determine the scores. the acsi is the national standard for customer satisfaction backed by nearly 20 years of research and analysis. research at public and private uni

22、versities all over the country, within large and small companies, and throughout the federal government has shown again and again that providing a positive customer experience leads to future sales, loyalty, and recommendations. there are even studies showing that customer satisfaction, as measured

23、by the acsi, is a key predictor of stock performance, and a customer-satisfaction based stock portfolio has beat the s down three or more points. this years biggest decliner was netflix, which tied with amazon for the top spot in last years top 40. this year, number of points decrease website netfli

24、x (down seven points and 8% to 79) gap (down five points and 6% to 73) o (down four points and 5% to 72) netflix was down seven points to 79. netflix had topped or tied for first place on this list every year since 2005, but it comes as no surprise that the company saw a big decline this holiday sea

25、son after months of headlines about the companys customer-loyalty meltdown. amazon sets new record high; netflix loses its way foresee has been measuring customer satisfaction with netflix twice a year since 2005 (every spring and every holiday season. as shown in figure 2, netflix has shown consist

26、ently high scores until this years decline of seven points (8%). just a year and a half ago, netflix scored 87, the highest score received by any retailer until amazon scored 88 on this report. amazon and netflix have been separated by only one point or less for the past three years; suddenly with f

27、igure 2: amazon vs. netflix over time 90 88 86 84 85 88 82 80 88 79 net ix amazon 78 10the foresee e-retail satisfaction index (u.s. holiday edition) 2011 netflixs drop and amazons increase, the span jumps to nine points, the largest gap between the two industry titans in the seven-year history of t

28、he research. after sharing the top spot with netflix last year, amazon sets a record high for the indexs seven-year history, improving two points to 88, an impressive feat for a company already at the top of the heap. amazon has been taking the long-view and customers have been responding. low price

29、s, a robust inventory of merchandise, free shipping, and added capabilities for digital downloads and streaming video are drawing in customers and increasing revenues. since satisfaction as measured using this methodology is a proven predictor of financial success, often including stock prices, the

30、companys stratospheric customer satisfaction scores suggest that its stock may soon respond. meanwhile, having shared or owned the top spot on the index every year since 2005, netflixs well-publicized troubles caused its customer satisfaction to crash. netflix seems to have forgotten how they create

31、d a much- loved brand and why people loved their service so much. in fact, netflix totally misread its customer base, damaging its brand among both consumers and investors at a time when providers of streaming and rented video content proliferate the market. two moves undermined what made netflix sp

32、ecial for consumers: a 60% price hike hit consumers in the wallet, and plans to spin off its mainstay dvd service into a separate company would have doubled the amount of work customers had to do to maintain a queue. this report represents the first quantifiable benchmark of how netflixs customer sa

33、tisfaction (and therefore its customers loyalty and future purchase intent) have been affected by the tumult. as discussed on page 17 (in the section called “factors affecting customer satisfaction”), foresee measures four high-level website elements as part of this study: customer perceptions of co

34、ntent, merchandise, site functionality, and prices. netflix took a hit on all four: its content score was down 7%, its functionality score was down 3%, its merchandise score was down 6%, and its price score was down a whopping 12%. considering that most people who are visiting netflix have already m

35、ade the commitment of membership (and the prices associated with membership), the drop of 12% is alarming. 11the foresee e-retail satisfaction index (u.s. holiday edition) 2011 as discussed on page 15 (in the section entitled “why measure satisfaction?”) customer satisfaction is a proven predictor o

36、f critical future behaviors that have a direct impact on the bottom line. as a result of netflixs 8% drop in satisfaction, it also registers a 9% drop in future brand commitment, a 10% drop in customers likelihood to use netflix the same time they purchase a similar product, a 11% drop in customers

37、likelihood to recommend the company, and a 5% drop in customers likelihood to return to the website again. meanwhile, blockbuster has resurfaced with an aggressive marketing campaign and is hoping to take advantage of netflixs mistakes. blockbuster is down one point this year (from 76 to 75), which

38、means only four points separate the two video leaders. last year, they were separated by 10 points. still blockbuster wont get very far unless they step up the customer experience they are providing as much as they step up their marketing. what can netflix do to regain its dominance? it has already

39、backtracked on its decision to split the company, but it seems the damage has been done. for starters, netflix needs to do a better job of understanding its customers. the methodology indicates that improvements to content and functionality would produce the greatest return on investment, even thoug

40、h customers register strong disapproval with prices. it could be that one reason why price is emerging as less critical element is that those who were extremely dissatisfied with prices have already quit the service. the question is whether netflix will be able to regain satisfaction and loyalty in

41、the coming months. experience tells us that since satisfaction predicts future financial success, improving it is an essential part of netflixs recovery strategy. since amazon and netflix are now in direct competition for market share when it comes to streaming video and rentals, this report could s

42、pell troubled months ahead for netflix. 12the foresee e-retail satisfaction index (u.s. holiday edition) 2011 figure 3: shopper satisfaction with top 40 online retailers in the u.s., holiday 2011 internet retailer rank* website holiday 2005 holiday 2006 holiday 2007 holiday 2008 holiday 2009 holiday

43、 2010 holiday 2011 point change since last year point change since first measured average, top 40 e-retailers7475747479787915 1 3 31 17 12 36 11 26 20 40 34 na 4 19 24 13 22 15 32 6 39 38 9 30 16 2 28 27 21 a a jcp.com (jc penney) qvc.com store.a vistap n bn.com (barnes and noble) llb victoriass d e

44、b hps sportsmansg williams-s c c k n tigerd w bestb homed m neimanm s n hsn.com t 82 75 71 80 76 nm 79 77 80 nm 74 nm 74 nm nm nm 69 nm 84 77 73 72 nm nm 72 71 nm 75 70 84 76 76 80 79 nm 78 77 80 nm 77 nm 78 nm 77 nm 69 nm 86 76 73 73 nm 71 73 73 74 75 74 82 79 75 80 79 nm 77 78 80 nm 74 nm 75 nm 75

45、 nm 72 nm 86 77 74 74 nm 71 72 73 74 76 72 84 77 76 79 78 nm 78 78 78 76 74 nm 76 nm 74 nm 72 nm 84 77 78 73 69 70 69 77 74 69 75 87 81 81 83 82 nm 81 nm 80 80 79 nm 78 nm 79 82 79 nm 86 80 79 77 nm 79 73 77 79 76 78 86 83 78 84 82 80 82 nm 83 79 76 80 78 nm 80 77 79 nm 86 73 80 77 75 75 nm 78 78 79

46、 77 88 83 83 83 83 83 82 81 81 81 80 80 80 80 80 79 79 79 79 79 79 78 78 78 78 78 77 76 76 2 0 5 -1 1 3 0 na -2 2 4 0 2 na 0 2 0 na -7 6 -2 2 4 3 na 0 0 -3 -1 6 8 12 3 7 3 3 4 1 5 6 0 6 na 3 -3 10 na -5 2 5 7 9 7 6 7 na 1 6 13the foresee e-retail satisfaction index (u.s. holiday edition) 2011 figure

47、 3: shopper satisfaction with top 40 online retailers in the u.s., holiday 2011 (continued) internet retailer rank* website holiday 2005 holiday 2006 holiday 2007 holiday 2008 holiday 2009 holiday 2010 holiday 2011 point change since last year point change since first measured average, top 40 e-reta

48、ilers7475747479787915 41 7 5 8 37 14 33 23 25 b officed officem s toysru b store.s g o nm 72 nm 68 69 72 69 73 71 nm 73 nm 73 71 72 73 74 71 nm 71 68 70 72 70 70 nm 70 72 72 70 70 nm 70 70 69 69 77 77 75 75 75 76 77 76 76 76 76 75 74 77 77 76 78 76 75 75 75 75 75 74 74 73 72 0 -1 0 1 -2 -3 -2 -5 -4

49、4 3 7 7 6 2 5 0 1 *2011 rank in internet retailers top 500 guide, a ranking of the top 500 online retailers in the u.s. by sales volume. internet retailer does not include ebay in its top 500 guide because ebay is a marketplace rather than an individual retailer. foresee opted to include ebay althou

50、gh they are not officially on internet retailers list because of the large volume of retail transactions they represent. the composition of the list varies from year to year based on internet retailers list. the following top 40 retailer sites had sample sizes that were too small to report a statist

51、ically meaningful score: amwayg, cdw.com, and grainger. com. b, number 41 on internet retailers list, was measured in lieu of number 35, buy.n, for the top 40 study because there were not enough responses to provide a score for buy.n in the spring top 100 study. there are several different ways for

52、an e-retailer to put their score in context by using the benchmarking capabilities provided by the acsi methodology. e-retailers can compare their own score in the following ways in order to determine whether they are leading the pack or falling short: 1. comparison to the average index score for u.

53、s. e-retailers (79). any retailer falling below 79 is risking loyalty, recommendations, sales, and market share to competitors who score higher. by this measure, 17 e-retailers may be underperforming compared to their peers. however, that is not taking into account the six retailers that have averag

54、e scores (79). while falling below average is definitely dangerous, it is hard to imagine that a consistently average performance is safe either, especially in a hyper-competitive economy. this data points out an interesting trend among the top retailers: 80 is generally considered the threshold for

55、 excellence for companies across industries using foresees 14the foresee e-retail satisfaction index (u.s. holiday edition) 2011 methodology to evaluate their success. the top 40 e-retailers have improved their performance so much over time, that a score of 80 equates to being just above average. se

56、ven years ago, the average score for the top 40 e-retailers was 74; now it is 79. the performance of the largest retailers raises the bar for other retailers. 2. comparison to frontrunners. amazon may have started as an online bookstore, but it now competes in almost every significant retail categor

57、y, from consumer electronics and kitchen hardware to toys and clothing. amazons size and reach makes them a formidable competitor to any retailer on the internet. most anyone who is doing any online holiday shopping will make a visit to amazon in addition to other sites they may be visiting, and the

58、ir expectations are being set accordingly. with amazon setting a new record high for the company and the index, other retail websites have work to do. amazon is not resting on its laurels and waiting for competitors to catch up. 3. comparison to direct competitors. all retailers in the index are cla

59、ssified according to product category, which allows individual companies to check their own performance against sites selling similar products or services. for categories with more than five companies, we provide an average category score. companies in categories with less representation in the top

60、40 can still make direct score comparisons to close or distant competitors. please see appendix a on page 23 for a breakdown of sites by product category. 4. comparison to channel competitors: e-retailers in the index are also organized by channel category. in general, websites for multi-channel ret