Target took the 21st spot out of a list of 46 retailers ranked for their customer service. Zappos.com took the top spot followed by Amazon.com and LL Bean. Walmart was ranked 27.
Other retailers in the top ten include Overstock.com (4), JCPenney (6) and Kohl's (7).
“In a time when many retailers are competing on price, customer service becomes an outstanding way to stand out in the eyes of the consumer,” said NRF foundation executive director Kathy Mance. “These retailers have done a great job of distinguishing themselves from their competition.”
“It’s been our honor to present this award with the NRFF for many years now,” said Christopher Hollins, Vice President, American Express Global Merchant Services. “One of the most interesting trends we’ve seen is that the list of retailers continues to evolve as customer service changes with the times.”
According to NRF, BIGresearch surveyed 9,291 consumers on its behalf in September 2010 The consumer poll has a margin of error of plus or minus 1%. 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 with each retailer's 2009 revenues to develop the overall rankings.