's Customer Satisfaction Ranking Hits Four-Year Low

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The holidays may not have been all that merry for customers, according to Michigan-based customer experience analytics firm ForeSee. The firm, which released the results of its annual Holiday E-Retail Satisfaction Index, says customers were less than impressed with the site's services, resulting in a 3 percent drop in overall customer satisfaction from 83 percent out of 100 in 2011 to 80 percent this year. The score is's lowest in four years, and pushes the company out of the top five.

ForeSee's Satisfaction Index collected data from 24,000 customer surveys on the top 100 online retailers between Thanksgiving and Christmas. The No. 1 spot went to, which has held the position for several years and posted a score of 88 out of 100, the same as last year's.

ForeSee says customers based their overall satisfaction on four categories: price, merchandise, website functionality and content. As AllThingsD points out, Apple's drop in customer satisfaction is surprising considering that its prices have remained relatively flat across the board with respect to new product costs. Its merchandise is also refreshed yearly, which means it can't have a stagnant product line, and its overall website functionality has remained, for the most part, unchanged.

On the plus side,'s 80 score does keep the site two points above the 78 average. But something tells us Tim Cook won't be pleased with being just slightly above average.

via: ForeSee, AllThingsD 

Author Bio
Daniel P. Howley
Daniel P. Howley, LAPTOP Senior Writer
A newspaper man at heart, Dan Howley wrote for Greater Media Newspapers before joining He also served as a news editor with ALM Media’s Law Technology News, and he holds a B.A. in English from The Richard Stockton College of New Jersey.
Daniel P. Howley, LAPTOP Senior Writer on
Add a comment
  • Dexter Says:

    No other PC manufacture comes close to Apple. Amazon is a respectable comparison but it's like apples and oranges, no pun intended ;)

  • Paul Boyer Says:

    Frankly, I do not believe the above criticism. New products have automatic AppleCare for an initial period of time. I have been using Apple products for 28 years, and am familiar with their policies.
    The tone of the commenter is also raises suspicion. He also seems to have little idea of the differences between an iPad and a Kindle.

  • steven kennedy Says:

    i just bought a new i pad and opened it up and it did not work. i called for support and they wanted to charge me 100 dollars to get it going. i think this is bad bussiness and that is probly why apple has so much money, they sell something that does not work and charge to fix it. i will return it and maybe new computer i bought also. i heard anyway that kindle is just as good and cost less. thanks apple for trying to screw another customer. i will never buy apple again and will tell everyone i know not to buy either, because they dont back what they sell and charge to fix new products that dont work when you buy them

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