• by Jack Loechner , Staff Writer, November 13, 2006

According to the second annual NRF Foundation/American Express Customer Service Survey, online retailer Amazon.com is the nation's top company for customer service. Amazon.com is followed by Nordstrom, L.L.Bean, Overstock.com, and Lane Bryant. Retailers rounding out the top ten included Boscov's, Kohl's, REI, Lands' End, and Macy's in the survey conducted by BIGresearch.

NRF Foundation President, Tracy Mullin, said "Consumers are beginning to demand more from retailers and are making conscious decisions about where to shop based on their expectations for good service. Making sure that customers have an exceptional shopping experience is at the top of the list for retailers this holiday season."

Expectations of Customer Service on the Rise

When it comes to service, customers say they expect the most from:

• Restaurants, which had a 4.46 rating out of 5.0.
• Specialty stores, with a 4.40 rating
• Department stores at 4.12

Although they expect more from some retailers than others, shoppers' expectations of service rose in all categories this year compared to last.

According to the survey, customers' service expectations have risen the most with:

• Warehouse clubs, with a 3.86 rating this year compared to a 3.58 rating in 2005, a 7.95% increase.
• Discount stores, with a 3.40 vs. 3.21, a 5.88% increase
• Online,with a 3.92 vs. 3.71, a 5.75% increase

Glenda McNeal, Senior Vice President, Retail and Emerging Industries, American Express, concludes "From flexible return policies to friendly sales associates, the definition of customer service varies from one shopper to another."

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