Customers' Choice Awards

The Customers' Choice Awards, sponsored by American Express, honor retailers across all channels and formats who demonstrate superior customer service. The annual survey of consumer attitudes toward retailers' customer service is conducted by BIGinsight™. Consumers across the U.S. are surveyed, and the "Top Ten" companies selected each year for best practices underscore the importance of excellence in customer service to consumers and encourage all retailers to strive to improve every customer experience. The "Top Ten" recipients are announced each year at NRF's BIG Show.

2011 Top Ten Recipients for the Customers' Choice Awards

The announcement of the Top Ten Recipients for the 2011 Customers’ Choice Awards was made Tuesday, January 17, at the Annual Retail Industry Luncheon.

Finalists for the Customers’ Choice Awards were selected by shoppers in the seventh annual NRF Foundation/American Express® Customers’ Choice survey. The survey, which asked 9,374 shoppers which retailer provides the best customer service, was conducted by BIGinsight.

Congratulations to the 2011 Customers’ Choice Awards Top Ten Recipients

2.  L.L.Bean
3.  Zappos
5.  QVC
6.  Kohl's Department Stores
7.  Lands’ End
8.  JCPenney
9.  Newegg
10. Nordstrom


2010 Finalists for the Customers' Choice Awards

According to shoppers, the top ten retailers for customer service in 2010 are:

  1. Zappos
  3. L.L.Bean
  5. Lands' End
  6. JCPenney
  7. Kohl's
  8. QVC
  9. Nordstrom
  10. Newegg

See a list of previous years winners.

About the Survey

The NRF Foundation/American Express Customer Service survey was designed to gauge consumer attitudes toward retailers' customer service and to provide a listing of the top customer service retailers. The survey polls consumers, and is conducted by consumer marketing intelligence firm BIGinsight. Consumers answered the open ended question, "Thinking of all the different retail formats (store, catalog, internet, or home shopping), which retailer delivers the best customer service?"