Customer Satisfaction Higher for Online Retailers

From JustSell.com…

Customers are nearly 12% more satisfied with online retailers than with the industry in general, according to the American Customer Satisfaction Index published by the University of Michigan. Online retailers earned an overall score of 81, compared to bricks-and-mortar retailers with an overall score of 72.

The top scoring online retailers were Amazon.com and Barnes&Noble.com, each with 87 points. Their closest online competition was auction site eBay with 81 points and Buy.com with 80 points. Among bricks-and-mortar stores, Publix Super Markets scored an 81, followed by Kohl’s department stores at 80 and Costco Wholesale stores at 79."

Why do I think online retailers scored better than offline retailers? Simple. Customers don't have to deal with store clerks in the online world…store clerks with bad attitudes, store clerks who hate their jobs, store clerks that provide poor customer service, store clerks that scrutinize you, etc.

Compare the self-checkout lane at your local grocery store to the checkout lane staffed by a human employee. Which one do I prefer? The self-checkout lane…always. Same thing when choosing between withdrawing money from a teller (at the bank) or withdrawing money from the ATM. The ATM wins, hands down.

Why? Because I'd rather deal with an efficient machine than with a disgruntled employee. Most employees do not like their jobs and are not overly enthusiastic to be interacting with customers (especially lower paid employees). In comparison, computers and machines don't have bad attitudes, don't arrive to work late, and don't give poor customer service (except when they malfunction).

Also, shopping online is more convenient. You don't have to wait in line, get dressed up, show ID, or fight traffic. All of these factors combine to create a more pleasant buying experience.