Study: Net retailers unhappy with shopping experiences

Online retailers are none too happy about their own Internet shopping experiences, according to research by online customer satisfaction firm ForeSee Results.

In fact, they barely give themselves passing grades, according to the survey, which was conducted by Ann Arbor, Mich.-based ForeSee and InternetRetailer magazine.

The report, released Tuesday, suggests that e-retailing will continue to get more competitive because the insiders want the online shopping experience to get better. "Investors and customers should be happy that these insiders are so hard on themselves," ForeSee Results CEO Larry Freed in a statement. "It means they're not taking their success for granted and aren't just sitting back and enjoying their accomplishments."

The survey and analysis were conducted using the American Customer Satisfaction Index (ACSI) technology, which offers comparisons to the University of Michigan's ACSI reports on customer satisfaction among American consumers.

According to the report, the 368 insiders surveyed rated themselves much lower than their customers do. But there was some good news.

The e-retailers gave themselves a low passing score of 63 (on a scale of 0-100) this year, up from last year's failing grade of 58.

Respondents this year said improvements in Web site image and account setup would make the biggest difference to online shoppers. According to ForeSee, the image evaluation includes whether a Web site demonstrates that it values customers and offers certain aspects of trust.

At the same time, the insiders aren't really concerned about some issues that often get a lot of attention, including content, Web site look and feel and product information. Those had the lowest impact on improving overall satisfaction. "The insiders seem to be saying, Enough already with constantly tinkering with some of the most obvious and tangible things site developers do, like improve the look and feel," said Freed.

Privacy, another issue that gets lots of attention, is rated poorly by the insiders but has little impact on their satisfaction, attitudes that mirror those of general consumers, according to ForeSee's research.

Online ordering, browsing and general functionality are good, but could be better, the insiders said. And, according to the survey, while insiders know they should be doing a better job of satisfying customers, they don't think they have the tools needed to determine whether customers are satisfied and how to build customer satisfaction.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Linda Rosencrance

Computerworld
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?