When 8,100 consumers were asked to name the companies that delivered the highest level of customer service, they had a lot of stores from which to choose. When the polling was completed, Amazon.com got the nod as the retailer that delivered the highest level of customer service, according to BIGresearch and the National Retail Federation (NRF) Foundation/American Express Customer Service Survey.
The online retailing giant led a list of customer-focused companies, including, in order of rank, Nordstrom, L.L. Bean, Overstock.com. Boscov's, Kohl's, REI, Lands' End and Macy's.
"Consumers are beginning to demand more from retailers and are making conscious decisions about where to shop based on their expectations for good service," said Tracy Mullin, president of the NRF, in a press release to announce the results of the study. "Making sure that customers have an exceptional shopping experience is at the top of the list for retailers this holiday season."
Not surprisingly, the study found consumers place different expectations for customer service on businesses based on trade channel. For example, consumers look for the highest level of service from restaurants. Specialty stores and department stores followed on the list.
The results of the study also showed consumers have increasing expectations for service from retailers in various sectors. Shoppers expect more from warehouse clubs, discount stores and online merchants than they have in the past.
"From flexible return policies to friendly sales associates, the definition of customer service varies from one shopper to another," said Glenda McNeal, senior vice president, retail and emerging industries, American Express Establishment Services. "However shoppers choose to measure service, retailers are constantly evaluating the customer experience to ensure that people are receiving the best service possible."
Discussion Questions: Are you surprised by any of the companies that were on or omitted from the Top 10 customer service list? Do you see any common customer service traits shared by the retailers on the NRF/American Express list?