Customer Satisfaction Ranking: Costco, Amazon, Apple Lead the Pack
In a recent survey by Verint, it was found that prices, mask policies, and easy returns are among the top considerations in purchase intent for consumers during the ongoing pandemic. The survey also highlighted the importance of good customer service in e-commerce, as more consumers are spending their time shopping online.
The survey results show that Amazon tops the list for satisfactory online purchases and returns, followed closely by Walmart, which has been prioritizing digital transformation and e-commerce since 2010. The retail giant has developed apps for in-store and online shopping, offered buy online, pick up in-store (BOPIS) services, and integrated AI across e-commerce and supply chain functions by 2025. This ongoing innovation has made Walmart the second-largest online retailer globally.
Target is another retailer that has embraced digital transformation, implementing a "store-as-hub" omnichannel strategy. As of early 2025, nearly 96% of Target's sales volume was fulfilled through stores, enabling fast same-day delivery and pick-up services that have grown by over 35% recently.
Harry Rosen, a menswear retailer, also accelerated its digital transformation in response to store closures during the pandemic. By early 2020, the company had overhauled its digital infrastructure and launched a scalable e-commerce platform with rapid feature releases to meet changing customer needs.
The survey also found that Costco is the most trusted retailer and the one that respondents recommend the most. The Verint Experience Index report ranks Costco, Amazon, and Apple as the highest in customer satisfaction among the top 25 retailers.
Retailers like Best Buy, Macy's, and Disney have also shifted their workforce and brick-and-mortar presence to meet increased digital demand. However, a recent Forrester report suggests that brands that can adapt quickly to meet consumers' needs are more likely to succeed during the pandemic, but few brands are capable of doing so.
The survey did not specify the geographical location or demographic of the respondents. However, it did highlight that retailers that scored high in Verint's study focused on digital transformation and e-commerce.
Digital capabilities are fundamental to customer satisfaction, according to the report. Stand-out retailers were those that were able to implement successful fulfillment options such as curbside pickup or buy online, pickup in-store.
The survey did not provide specific details about the other 22 retailers in the top 25, but it did reveal that price is the primary concern for all survey respondents. Additionally, Gen Z prioritizes retailers' mask policies more than easier returns, while millennials and older generations rank simpler returns as a higher priority.
It is clear that retailers are responding to the shifts in consumer behavior during the COVID-19 pandemic by prioritizing digital transformation and e-commerce. These changes reflect broader industry trends toward integrated omnichannel retail models and data-driven digital marketing. The survey results underscore the importance of customer satisfaction in e-commerce, with respondents who had a great customer experience having a 90% higher intent to purchase online and an 88% higher intent to recommend the retailer to others.
- Despite price being the primary concern for all survey respondents, retailers like Amazon and Walmart have prioritized digital transformation, integrating AI across e-commerce and supply chain functions by 2025, providing satisfactory online purchases and returns.
- Target, another retailer, has embraced digital transformation, implementing an "omnichannel strategy" that enables fast same-day delivery and pick-up services, making it the second-largest online retailer globally.
- The survey also found that retailers like Harry Rosen, Best Buy, Macy's, and Disney have shifted their workforce and physical presence to meet increased digital demand, but few brands are capable of adapting quickly to meet consumers' needs.
- The General-news report further stated that the survey did not specify the geographical location or demographic of the respondents, but it did reveal that Gen Z prioritizes retailers' mask policies more than easier returns, while millennials and older generations rank simpler returns as a higher priority.
