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Top Ten Retailers for Customer Service Released as Holiday Shoppers Hit Stores

For Immediate Release
NRF: Kathy Grannis (202) 783-7971 or grannisk@nrf.com
American Express: Christine Elliott (212) 640-0622 or christine.s.elliott@aexp.com 

View previous years’ winners  

Top Ten Retailers for Customer Service Released as Holiday Shoppers Hit Stores
-Final Company Rankings to be Announced at NRF Annual Convention- 

Washington, November 23, 2010 – With millions of Americans beginning to flood stores and websites in search of holiday deals, the NRF Foundation, the research and education arm of the National Retail Federation, has announced the top 10 retailers for customer service selected by shoppers in the sixth annual NRF Foundation/American Express® Customers’ Choice survey. The survey, which asked 9,291 shoppers which retailer provides the best customer service, was conducted by BIGresearch. 

According to shoppers, the top ten retailers for customer service, in alphabetical order, are:

  • Amazon.com             
  • JCPenney             
  • Kohl’s Department Stores              
  • Lands’ End             
  • L.L.Bean               
  • Newegg              
  • Nordstrom              
  • Overstock.com              
  • QVC               
  • Zappos 

The official announcement of the rank of each retailer will be unveiled at NRF’s Annual Retail Industry Luncheon on January 11, 2011, during NRF’s 100th 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.  

This year marks the sixth year American Express and the NRF Foundation have conducted the Customers’ Choice survey. Together, they provide tools and training for retailers to serve customer needs and strengthen the retail industry. 

About the Survey


The NRF Foundation/American Express 2010 Customer Service survey was designed to gauge consumer attitudes toward retailers’ customer service and to provide a listing of the top customer service retailers. The survey, which polled 9,291 consumers, was conducted by consumer marketing intelligence firm BIGresearch in September 2010 The consumer poll has a margin of error of plus or minus 1.0 percent. 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 2009 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.

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success.  American Express is committed to working with all merchants who welcome the American Express Card. The company focuses special attention on the needs of retailers, investing both time and resources to create solutions that address retailers' specific needs and to help retailers to grow their businesses.  Learn more at www.americanexpress.com

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch Consumer Intentions and Actions® Survey (CIA™) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually. The NRF Foundations is the research and education arm of the National Retail Federation. A non-profit founded created in 1981, the Foundation conducts industry research, develops education and workforce development programs, professional certification programs and promotes retailing as a career destination.

The NRF Foundation benefits retailers, their associates and business partners and allies, and consumers in many ways. Research provides the basis for education about the industry and its importance to the economy, and provides industry and government leaders with an analysis of public policy decisions on consumers, retailers, and the economy. The Foundation’s education and career development efforts, including NRF University wired, encourage professional development and excellence in performance of retailing for associates and executives at all levels.  

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