Poll Names Top 10 Retailers in Customer Service

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Holiday featured at Land's End, one of the 10 top retailers cited for having the best customer service.

Washington—As the retail scramble is on to lure in shopper in store and online this holiday season, customer service is likely to play a crucial role in which retailers garner a greater share of the pie.

When the NRF Foundation, the research and education arm of the National Retail Foundation (NRF) asked nearly 10,000 consumers which retailers deliver the best customer service, the answer came back almost exactly the same as in 2010—they named the same top 10 retailers.

According to its seventh annual NRF Foundation/American Express Customers’ Choice survey, the top 10 were, in alphabetical order: Amazon.com, JCPenney, Kohl’s, Land’s End, L.L. Bean, Newegg, Nordstrom, Overstock.com, QVC and Zappos.

While the same 10 retailers maintained their place among the top 10, the actual official ranking of each retailer in the top 10 will be unveiled at NRF’s Annual Retail Industry Luncheon on Tuesday, January 17, 2012, during NRF’s 101st Annual Convention and EXPO. The complete list of 46 retailers that shoppers selected as having the best customer service will also be released at that time.

About the Survey

The survey is designed to gauge consumer attitudes toward retailers’ customer service, to promote best practices in customer service and to recognize retailers providing excellent customer service. The survey, which polled 9,291 consumers, was conducted September 6 to 14 by BIGresearch. The consumer poll has a margin of error of plus or minus 1.0%. Consumers answered the open ended question, “Thinking of all the different retail formats (store, catalog, internet, or home shopping), which retailer delivers the best customer service?” In order to develop a fair comparison, regardless of a retailer’s size or geographic coverage, the consumer survey responses were compared to each retailer’s 2010 revenues to develop the overall rankings. The survey data and the process for selecting the winners were reviewed by Professor Martin P. Block, Ph.D., of Northwestern University.