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More online retailers than ever are achieving a "threshold for excellence," according to an annual report released by ForeSee, the customer experience analytics firm. The study says that 36 of the top online retailers have achieved this measure of success - a minimum of 80 on a scale of 100 - compared to 28 that hit the mark in 2011 and 2010, and six that achieved it in 2009.

According to the report, "E-commerce stalwart Amazon continues to set the bar higher, climbing three points to 89, and four points higher than the second highest scoring websites, (85) and (85). Apple is also one of the most improved sites from last year, surging five points as did Foot Locker (79) and (78) each jump four points, and 11 e-retailers improved three points. Netflix is four points down from a year ago, but it regained two points from the Index’s holiday season measure."

The study measures not just individual satisfaction scores, but also "the likely future behaviors of website visitors, including their likelihood to purchase online or offline and proxies for loyalty such as likelihood to return to the site or recommend."
KC's View:
Part of the reason that Amazon is ahead of the game is because in almost all things, it starts with the customer's needs and desires, and then works backward from there. other e-tailers have learned this lesson and are implementing it.