On a scale of 1-100, 273 e-commerce executives rated their satisfaction with online shopping an average of 58. That figures comes from a survey conducted by ForeSee Results, a customer satisfaction management firm.
The survey used the same methodology as the University of Michigan uses to tally its American Customer Satisfaction Index (ACSI). The average ACSI score for companies and services is 73; the average score for brick-and-mortar stores is nearly 75.
The e-commerce executives surveyed gave the online ordering process an average score of 68. In comparison, site navigation earned a score of just 54.