Consumer satisfaction falls within the retail sector
Customer satisfaction seems to be increasingly overlooked by companies across the world, according to the leading force in American client happiness measurement.
Managed emarketing ‘must consider customer satisfaction’
Tuesday, February 22 2011 by John Burns
Customer satisfaction has recently been measured by the American Customer Satisfaction Index (ACSI) and it was concluded that this factor simply has not improved since the middle of 2009.
In fact, the lack of importance that managed emarketing campaigns have placed on customer satisfaction has meant that it now registers its biggest drop in two years, as the fourth quarter of 2010 saw the index fall by 0.5 per cent to 75.3 on the ACSI’s 0-100 scale.
Customer satisfaction with the retail sector fell by 1.6 per cent to 75.0, while the ACSI score for ecommerce fell 2.6 per cent to 79.3 – the lowest level since 2004. It was mainly powered by a 3.6 per cent drop to 80 for internet retail, though this is mainly concentrated in smaller companies.
Claes Fornell, founder of the ACSI and author of The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference, said: “Even though the economic recovery has gained a bit more momentum as of late, it remains sluggish.”
“With low job creation and deteriorating customer satisfaction, as tracked by the ACSI, the uncertainty of what will happen to consumer demand is not going away.”
However, despite this alarm bell sounding out for website promotion campaigns across the world, the numbers do not tell the whole story and the issues outlined may not be as serious as the aggregate suggests.
The ACSI noted that there was a particular fall in customer satisfaction with government services and petroleum as resources were squeezed and prices rose. Unemployment in the face of this also made retail customers online, as well as general services receivers elsewhere, being hit by a greater feeling of dissatisfaction.
However, here in the UK it seems that website promotion techniques are improving, as the IMRG Capgemini e-Retail Sales Index revealed this month that shoppers in the UK spent a total of £5.1 billion online in January alone.
Living Streams “Improving clients’ profitability through better use of the internet”.