Customer Service

9 Reasons Top Brands Attain Peak CSAT Scores

For eight years, Amazon has led the charts on the American Customer Satisfaction Index (ACSI) in the internet retail category. In 2018, Costco overturned Amazon for the top spot. Other leaders in the e-commerce space include Etsy, Kohl’s, and Nike.

These leading e-commerce brands can credit much of their success to exceptional customer satisfaction. After all, the chief way to a breakthrough in the competitive digital space is to provide great customer service (Walker Information). 

Besides low prices and reliability, how do the brand frontrunners rise above the average CSAT score? They do a few things differently. They focus on key aspects that help them emerge from the crowd. Knowing these tactics—and implementing them—can help your brand leap forward and rise above.

1) Customer-centric culture: When everyone focuses on providing the best experience—from your marketing team to packaging—your customers notice. The best brands anticipate and meet customers’ expectations. They’re eager for feedback and to integrate proper solutions. Above all else, the customer is top of mind.

2) End-to-end convenience: Leading brands make it easy to find and buy great products. Checkout and payment are a breeze. Shipping is fast. And returns don't cause frustration. If issues arise, customers can access information quickly or reach out to customer service. Beginning the moment they meet your brand, their experience is seamless and effortless.

3) Personal service: From targeted emails to A.I.-enhanced mobile chat, top brands personalize the experience. The customers feel like the company knows them and remembers their preferences. According to an Epsilon study, 80% of consumers are more likely to purchase from a brand that offers personalized experiences. The customers feel valued—and so they return that value.

4) Reliable apps: The best e-commerce brands maintain reliable and quality mobile apps. More and more customers shop and resolve issues from their phones—making mobile app performance essential. It’s not just about fixing bugs. It’s about beating them before they happen.

5) Accountability on social media: Most consumers aged 18-34 see social media as a valid customer service channel. Prospering brands reply genuinely and promptly on all platforms. They’re also sure to respond to inquiries through other channels, such as email or chat, so fewer complaints hit the public stage on social media.

6) Ease of navigation: The most successful brands make it easy for customers to find what they’re looking for. No frustration involved. They study how consumers travel through their site or app and how fast they are to exit a page. They identify and fix any potential hang-ups—ideally before they become a problem.

7) Valuable customer support: Investing in knowledgeable and timely customer support is a no brainer for top e-commerce brands. They care about their customers’ experiences and getting them the answers they need as quickly as possible. They often combine A.I. with human interaction to predict needs and resolve issues.

8) Informative reviews: Whether your customers are looking for a new pair of jeans or wireless headphones, customers rely on what other buyers have to say. Customers believe other customer’s shared experience with products more than a brand’s marketing so leading e-commerce brands provide an easy platform to leave feedback on a product or service. New shoppers can find this helpful information when making a purchasing decision.

9) Groundbreaking technology: Rising brands focus on predictive analysis and A.I. to improve personalization. To beat the crowd, they provide a remarkable experience. They may try something ahead of its time, because they know if they don’t, they could be left behind. Digital transformation offers ease to customers and remains central to a customer-focused brand.

If you’re committed to growing and improving your e-commerce business, your CSAT score should be at the top of your list. When customers feel your commitment to them, they become loyal fans. And with a strong fan base, you become a giant among a noisy crowd.


  1. American Customer Satisfaction Index: 10 Retailers with the Highest Customer Satisfaction

  2. American Customer Satisfaction Index: Retail and Consumer Shipping Report 2018-2019

  3. Epsilon: The Power of Me

  4. Forbes: Costco Takes Top Spot In Online Customer Satisfaction Over Amazon

  5. Forbes: These Companies Have The Best Customer Service 

  6. Forbes: 100 Of The Most Customer-Centric Companies

  7. Marketing Charts: Amazon Cedes E-Commerce Customer Satisfaction Crown

  8. Marketing Charts: Customer Satisfaction With Retail Stores Rebounds to Hit Highest Mark Yet

  9. Marketing Charts: How Customer Service is Working With Marketing

  10. RIS News: 10 Retailers with the Highest Customer Satisfaction

  11. USA Today: Customer satisfaction: These are America's best-liked retailers

  12. Walker Information: Customers 2020