Amazon Leads in Customer Satisfaction

Online behemoth Amazon leads the way in customer satisfaction according to the Foresee Experience Index, developed by ForeSee – which is a provider of customer experience analytics.

The report sought to quantify customer experience by calculating satisfaction scores for each of the top 100 brands -- as reported by Interbrand -- on a 100-point scale using 75,000 surveys from customers across seven industries. What’s more, scores for three key behaviors – retention, upsell, and recommend – indicated the likelihood of continued prosperity.

Amazon dominated the retail industry at the brand level with a satisfaction score of 87 (the overall average was 80), but Nordstrom (86), Coach (85), Costco (84), and Tiffany (84) weren’t far behind. 

Amazon also excelled at retention, scoring 91 against an average of 83, upselling (74 versus 65) and recommendation (68 versus 49). Comparable figures for Nordstrom were 89, 72, and 69.

Surprisingly, Facebook was the lowest scoring brand in the overall index (69), and ForeSee suggested that it had lost the trust of the social media community. McDonald’s (72) was another major brand that didn’t fare well in the customer satisfaction department.

What’s more, the Foresee Experience Index also offered examples of customers clearly favoring one brand over a leading competitor. For example, Honda (85) led Kia (78) by seven points, and American Express (82) led MasterCard (76) by six points. 


The highest satisfaction levels were apparent in the automotive and consumer packaged goods categories, both scoring 82, followed by retail & apparel (81), and technology & electronics (80). Financial services brought up the rear with a score of 75.

When ForeSee compared highly satisfied customers (defined as those with satisfaction scores of 80 or higher) to less satisfied ones (scoring 69 or less), it found the former group was 75% more likely to prefer the brand overall and 77% more likely to give the brand a positive recommendation to others. 

Larry Freed, president and CEO of ForeSee, said in the report that the Index gives companies a chance to “benchmark themselves against each other in terms of the overall customer experience” while at the same time “serving as an industry resource to give other businesses the opportunity to compare themselves to the best in class.” 

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