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E-Commerce: American Customer Satisfaction Index

Posted on 2.19.2007

Internet commerce is an ultra-competitive environment. where consumers, not marketers, exercise the power. With an abundance of alternatives, customer satisfaction that much more important in the online world.

The University of Michigan has released its annual American Customer Satisfaction Index (ACSI) E-Commerce Report and it's worth a look. A cross-industry measure of customer satisfaction, the report focuses on what most impacts people's future buying behaviors making it a good (if not great) predictor of future consumer spending. ACSI has also demonstrated a link between customer satisfaction and a company's stock price. The ACSI report measures different sectors of the economy each quarter and reports just once per year. Highlights of this year's report include:

  • Customer satisfaction with e-commerce improves to 80.0, up for second consecutive year and nearing its all-time high of 80.8 set in 2003
  • leads online retail, with its new high-water mark of 88; Amazon is close behind at 87; both companies are of the highest scoring in the service sector, online or offline
  • eBay still #1 auction site, despite drop of 1% to 80; eBay finds itself competing against online retailers like Amazon
  • Charles Schwab is best improved e-commerce site, soaring 8% to 80; Fidelity is new kid on the e-brokerage block at 80; also new to ACSI is TD Ameritrade (77)
  • Online Travel is only e-commerce category to decline (-1.3% to 76); Expedia still tops at 78; Orbitz is only gainer (+1.4% to 75)

Request the entire report at the site of co-sponsor Foresee Results

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