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Twitter comes to the bottom while Google maintains the lead in the annual customer experience report

Twitter comes to the bottom while Google maintains the lead in the annual customer experience report

The success of paid or organic advertising on social platforms and search engines rests on your target audience using, and more importantly, enjoying the platforms.

The lower the user experience, the less time is spent scrolling or searching, resulting in a reduced chance of your ads, organic posts or links being clicked.

ACSI (US Customer Satisfaction Index) has released its annual report, and while there are some rankings you would expect, others may be a little surprising.

ACSI 2020-2021 reports

The e-business survey looks at benchmarks for customer satisfaction, which cover three categories:

Search engines and information Social media News and opinion

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The data consists of interviews with 5,544 randomly selected customers who provided feedback on their recent experiences with brands within these categories.

The results are then compared with the previous year’s survey to determine whether customer satisfaction is growing, declining or has not changed.

Customer experience results of social media on the Internet

Customer experience benchmarks for the social media section of the survey were:

The quality of the mobile app. Reliability of the mobile app. Easy to use site on various devices. Site performance. Navigation. Speed ​​and reliability of video clips. Diversity of services and information. Freshness of content. Easy to upload and edit photos and videos. Relevance of content. .Privacy.

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The highest ranked brand is Pinterest, which got a 1% increase in emotion, now with a score of 78 out of 100. YouTube came in second with a score of 76 out of 100.

The mood for Wikipedia, Snapchat, Facebook and Instagram fell by 3%, now with scores of 73, 70, 62 and 69 respectively.

The biggest drop in the customer experience was Twitter, which fell by 10% and took the last place with a score of 61 out of 100.

Twitter has recently experimented with the platform to enhance the experience for users and customers.

Customer experience results of search engines and information on the Internet

Benchmarks for the Internet search engines and the information section of the ASCI survey were:

The quality of the mobile app. The reliability of the mobile app. Navigation. Website performance. Easy to use site on various devices. Freshness of content. Lots of services and information. Speed ​​and reliability of video clips. Number of ads on site.

Expectedly, Google maintained its lead with a score of 76 out of 100; the customer experience neither increased nor decreased.

Other brands like Yahoo !, Ask.com, MSN, answer.com all increased by 1%. If this continues, Google may find it competitive.

The only brand with a lower score compared to the year before was AOL, which fell by 3% to 69 out of 100.

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Customer experience results of internet news and testimonials

The last section of the study covered the following benchmarks:

The quality of the app. The reliability of the mobile app. Content update. On-site performance. Navigation. Easy to use site on various devices. Lots of services and information. Speed ​​and reliability of video clips. Number of ads on site.

The highest score was for the ‘everyone else’ category.

Even with a score of 4% lower than the year before, FOXNews.com maintained its solo position and drew with USATODAY.com, which increased by 1% with a score of 72.

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The customer experience at HuffPost increased by 3%, the largest gain in its category; however, the increase was not enough to raise the mark higher than fifth place out of eight.

ABCNews.com dropped to last place with a score of 69 out of 100.

Get the full report here: ACSI E-Business Study 2020-2021
Source: ACSI Press Release

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