Netflix Customer Satisfaction Rating Plummets
Netflix took a big hit in 2011 in terms of customer satisfaction, according to year-end results from a research firm called ForeSee. Netflix's customer satisfaction score fell from 86 last year to 79 in the latest results after the company angered customers during the year by announcing, and then canceling a plan to separate its DVD-by-mail service from its core online streaming service. The scores are based on a 1-to-100 scale.
Topping ForeSee's ranking of customer satisfaction among online retailers was Amazon, whose score jumped from 86 to 88 this year, the best reading for any company since ForeSee began tracking customer satisfaction some 14 years ago. Just behind Amazon was a logjam of five companies that tied for second, a group that includes Apple, Avon, JC Penney, QVC and VistaPrint. These companies scored 83 out of 100 in customer satisfaction. Netflix's free-fall in customer satisfaction ranking comes after years of the company jockeying back and forth with Amazon for the top spot in the annual rankings.
Netflix has reduced its forecast for full year subscriber expectations the last two quarters as the backlash against its moves has grown. The company's troubles first began when it started charging separate fees for the streaming and DVD services, essentially raising the price for customers who want both, and the backlash intensified when the company announced it would spin off the DVD service completely, launching a subsidiary called Qwikster to handle that service. Customers were outraged as the spin off would have meant customers would have to manage accounts on 2 websites.
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