Amazon Delivers the Top Mobile Customer Experience

Jan 08, 2014 12:22 PM  By

Amazon had the highest score in mobile customer satisfaction with mobile with a score of 87, according to the The ForeSee Experience Index 2013 U.S. Retail Edition.

Amazon increased its 2012 score by two points, and three points vs. 2011. Amazon beat out Apple and QVC, which both had scores of 82.

Priceline had the lowest mobile customer satisfaction score with a 73.

The average customer satisfaction score is 79 for the top mobile websites and apps in 2013, a 1-point increase from 2012, according to the report.

The most improved mobile site was Walmart, which saw its satisfaction score improve five points to an 80. In addition to Amazon, Barnes & Noble, Costco, Kohl’s and Target saw a two-point increases in their mobile satisfaction scores.

According to the report,  there weren’t any major declines  in satisfaction scores from 2012.  Apple, QVC, JCPenney and Staples had a one-point decreases from 2012.

When it comes to future behaviors of customer satisfaction on a merchant’s mobile site, 76% of customers are more likely to purchase from the retailer in the mobile channel, 44% are more likely to purchase in channels other than mobile, 59% are more likely to buy from that retailer  the next time they buy similar merchandise and 53% are more likely to recommend the website to a friend, family member or colleague than are dissatisfied shoppers.

According to the report, 38% of retailers register functionality as the top priority affecting the mobile customer experience.  Thirty-four percent of retailers register merchandise as the top priority affecting the mobile customer experience, 31% of retailers register content as the top priority affecting the mobile customer experience.

The report indicates that 27% of consumers go to a retailer’s mobile site or app, with the intention of making a purchase, compared to the 20% in 2012, while 49% of respondents said they went to a mobile site or app with the intent to research a product.

When comparing mobile retail customer experiences to the traditional website experiences, web data shows that 37% came with the intent to purchase and 43% to research a product.

The study is based on more than 67,600 surveys collected between Nov. 29 and Dec. 17 for the 100 biggest U.S. retailers as reported by the Fortune 500 and the IR 500.