Yellow rates high in online services

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On the average, transportation, distribution and logistics websites communicate better with their customers and are more respectful of personal information than other industries, according to a survey.

The Customer Respect Group, a research and consulting firm focused on how corporations treat their online customers, has released its Fourth Quarter 2006 Online Customer Respect Study. The study evaluates the websites of a representative sample of the industry’s leading companies.

A Customer Respect Index is provided for each company to measure the usefulness of its website, how well it communicates with online customers, and how much its website can be trusted with personal data.

In the transportation sector, Yellow Corp. ranked highest with an index of 7.8. The U.S. Postal Service was just behind with 7.7, while United Parcel Service was third at 7.0. These were the only companies that scored 7 or more, the Customer Respect Group’s benchmark level for excellence.

The transportation industry did especially well, compared to other industries, in the areas of respecting data privacy and explaining “cookies” – information downloaded by the customer’s computer, often without the customer’s knowledge. In these areas, transportation rated 6.7; the average across all industries was 5.6.

In responsiveness to customers, transportation scored an average of 5.6 compared to 5 across all industries.