Marketing Pilgrim's Reputation Channel

Marketing Pilgrim's Reputation Channel is sponsored by Trackur.

Customers Say Amazon Provides the Best Online Experience. Who Provides the Worst?




Tempkin Group caught up with 10,000 people who had interacted with a website in the prior 60 days and asked this question:

Thinking back to your most recent interaction with the websites of these companies,  how satisfied were you with the experience?

The respondents rated their experience on a scale from 1 to 7 and Tempkin averaged out the results to arrive at this — a list of the best and worst on the internet by customer experience.

2013twercompanybestworst

No one scored 100% but Amazon took the top slot with a 77% rating, a full 2 percentage points higher than the next guy in line USAA Bank.

Though they landed in the 70% or under category, these companies still had at least 10 points over their competition: Kaiser Permanente, Advantage Rent A Car, eBay, QVC, Sonic Drive-In, Charles Schwab, and Fidelity Investments.

I was surprised to see eBay in there with a 70% rating. Though technically they fall into the Retail category, they really own the online auction market which in itself is pretty impressive.

What’s more interesting to me are the companies that landed on the bottom. People seem to have a general dislike for Internet and Cable providers. They account for 10 of the bottom 14 companies. Not too surprising though, given the struggle many of them have had recently keeping channels on the air.

I want to know what Taco Bell did to deserve only a 34%. For me, it’s the fact that they serve Pepsi not Coke but their food is cheap and pretty good for a fast meal.  Oh. . .wait. This is a survey for online only, so the soda and the food don’t count.

Overall, it was the airlines that took the hardest hits. As a category, it dropped 15 points since last year. Eight other industries saw a decline. What’s worse is that 53% of companies saw a decline in their rating. What’s that all about? Have online companies really forgotten about customer service?

I wonder if mobile might be affecting the ratings. We know that many websites aren’t properly optimized for mobile. Maybe customers are frustrated after trying to log on with a mobile device?

Giving credit where it’s due, there were 8 companies with double-digit increases: Humana, Old Navy, U.S. Bank, Citibank, TriCare, Blue Shield of California , Toyota, and Safeway.

If insurance companies and banks can get high marks for customer satisfaction, then you can, too.

If we surveyed your customers for online satisfaction, how would your company rate?