Dixons hits back at 'flawed' web survey
Customers happy with our trading site but research didn't cover it, claims retailer
Dixons has retaliated after research showed the IT retailer commands the least respect from online customers of all FTSE 100 companies.
The analysis, which was carried out by web analytics software maker WebAbacus in conjunction with the Customer Respect Group, looked at 90 variables, such as privacy policy and query responses, and gave marks out of 10 for total performance.
Dixons came bottom with a score of two, compared with an average mark of 6.3.
"Our interpretation of this study, based on the information the firm is prepared to provide, is that it is flawed and narrow in scope," said a Dixons representative.
"For our customers the first port of call is www.dixons.co.uk, which was not analysed."
In response to the retailer's criticisms WebAbacus has offered to analyse a Dixons consumer-facing website, which Dixons has declined.
Dan Drury, chief executive of WebAbacus, said the research methods were tried and tested and had been widely accepted in the US.
He added that although the study did not cover Dixons's trading sites it was still a bad reflection on the firm. "It is like a shop front: if customers get a bad experience on a website they will not go back," he said.
Tony Price, managing director of online reseller WStore, agreed. "It is essential that companies have a good website, whether it's transactional or just information, because this is the first port of call for many customers," he said.
The Dixons representative said the firm will be relaunching its corporate site.