June 18, 2009

How Satisfied Are Spanish Consumers With Online Customer Experiences?

This is the sixth document in the "eCommerce Site Satisfaction In Europe" series.

by Jonathan Browne

with Moira Dorsey, Joost van Kruijsdijk, Angela Beckers

Executive Summary (This is a document excerpt)

We asked more than 1,700 Spanish consumers how satisfied they were with their experiences on top Spanish Web sites. The majority of consumers were satisfied or very satisfied. El Corte Inglés scored highest in consumer satisfaction, while Area PC came in last. Spanish consumers were most frustrated by sites that made it difficult to find the products they desired and sites that didn't offer those products at all. Customer experience professionals should use a portfolio of evaluation tools to uncover the specific problems on their sites, research and create personas to help designers build experiences to match customers' expectations, and make the business case for customer experience improvements.

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