Yellow Corp. treats its online customers best, study says

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The transportation company that treats its customers best is Yellow Corp., according to the Customer Respect Group's fourth quarter 2006 Online Customer Respect Study of the Transportation, Distribution and Logistics Industry.

For the study, research and consulting firm Customer Respect Group, Ipswich, MA, assigns each company a Customer Respect Index rating, which is a qualitative and quantitative analysis of a customer's experience when interacting via the Internet.

The rating tracks usability, such as how usable the site is to a range of users; communication, such as the company's willingness to provide customer service in one-on-one communication to respond to specific questions; and trust, such as whether the site can be trusted with consumer's data.

The overall CRI score for the industry of 6.1 (out of 10) is 0.4 higher than the cross-industry average. The industry scored especially well in terms of how respectful it is of personal information. In this category, it has a rating of 6.7 versus 5.6 for the cross-industry average.

It also performed significantly better than average in communicating with customers online. The industry scored an average of 5.6 against an all-industry average of 5.0 for this category.

The highest rated company was Overland Park, KS-based truck leasing firm Yellow Corp. with a CRI score of 7.8. U.S Postal Service was second best with 7.7, while Atlanta-based UPS was third with 7.0. These were the only three companies that scored 7.0 or more, the benchmark level for excellence.

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