Apple slips in rankings
Apple has seen its ranking in an online customer satisfaction survey shrink to a four-year low. The survey was conducted by ForeSee and is an annual Holiday E-Retail Satisfaction Index. The survey was compiled from 24,000 customer surveys gathered between Thanksgiving and Christmas.
According to the survey, Apple fell from 83 points in 2011 to 80 points for 2012. Three points may not seem like a significant decline, but the decline makes Apple one of the biggest declines of the year. The score of 80 points is also the lowest Apple has made on the survey in the last four years.
Apple wasn't the biggest loser in the most recent customer satisfaction survey, JCPenney.com declined 5 points to a satisfaction score of 78. Several other manufacturers also saw declines of three points including Dell.com, TigerDirect.com, and AutoPartsWarehouse.com.
“The luster of Apple is fading a bit,” Larry Freed, president and CEO of ForeSee told AllThingsD. “Keeping up with consumer’s rising expectations of the online customer experience is no easy task, but not keeping up can lead to decline in loyalty, word of mouth and revenue growth. In particular, even though Apple gets top dollar for their products, price is an area weakness for the company when it comes to satisfaction. Apple’s site might be due for some changes, and the usefulness, convenience and variety of features on the site presents the biggest opportunity for Apple to improve the customer experience.”