Apparently, Apple isn’t very good at online customer satisfaction. At least, that is what Forsee’s Holiday Customer Satisfaction survey has determined. The iPad maker is doing so poorly, in fact, that it’s score dropped by three points from the holiday shopping season last year. The reason could be that people couldn’t get the iPad mini delivered to their door in two days.
The Holiday E-Retail Satisfaction Index surveyed more than 24,000 online shoppers during the prime holiday season, between Thanksgiving and Christmas, and measured satisfaction rates from the top 100 retailers. Amazon gets it right every time, and is number one again for customer satisfaction. However, Apple saw its lowest score in four years, dropping from 83 points to 80.
Forsee’s report points out that more Americans are shopping online than ever before, but retailers aren’t keeping up with the times. Approximately 39 percent of U.S. holiday shopping was done online in 2012 between Nov. 1 and Dec. 7. However, shopper satisfaction has remained relatively stagnant since 2005. The door is wide open for retailers to fill a void in the online shopping experience. Smart companies will think to redesign their websites to accommodate what customers want, instead of forcing them to bend to the rules of their Web pages.
Part of the reason that Apple scored so much lower this year than in the previous four may be contributed to the fact that the iPad mini was still on back order for the entire holiday season. Shoppers want immediate satisfaction. They want the goods to be delivered to their front door two days after purchasing. They want to be able to wait until the last minute to do their shopping and want to be accommodated for their procrastination. It is likely that Apple scored so low because the most sought-after gift this holiday season took no less than one week to ship. The iPad mini still shows a one-week shipping status on the company’s website.
On the other hand, Amazon offers free shipping on all orders of $25 or more. Additionally, Amazon Prime subscribers can take advantage of free two-day shipping on all qualified items, no matter how much or how little they cost. It is no wonder the online retail giant did so well with customer satisfaction this holiday season. It’s what they do best.