EVERYONE'S FAVOURITE social network may not be that great after all it seems, lagging way behind the likes of Google, Yahoo and the BBC in terms of customer satisfaction.
According to the CFI Group's first UK National Customer Satisfaction Index for the e-business sector, which measures non-transactional websites such as information portals, search engines and social networking sites, every site has its flaws.
The 1,372 people surveyed for the report rated Google top with a score of 81 out of 100, with Yahoo and BBC both at 79 and MSN at 77. Facebook scored 73, the lowest of the named companies.
Although Facebook scored highly in terms of loyalty, with 80 per cent of respondents saying they access it daily, the social networking site rated the lowest in privacy and data protection with a score of just 57.
Similarly it scored poorly in complaint handling, however this was very low across the entire segment, with an industry average of only 47.
"Google has done especially well, but still shows room for improvement. Facebook's customer satisfaction score may have been affected by recent negative publicity about how its customer details may be used – its privacy and data protection score is the lowest in the e-business category," explained Sheri Teodoru, chief executive officer of the CFI Group.
Teodoru added that the ability to customise sites and add personalised features or third party applications also seemed to impact their perception.
"The investment required is considerable so it is surprising to see Google, one of the first to offer this experience, scoring lowest among all sites for effect of customisation," she pondered.
Overall it seems that UK users are a far tetchier bunch, rating non-transactional business sites an average of six points lower than our American counterparts at 74 versus 80. µ
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