Survey: Google tops in customer satisfaction

Google is far and away the most satisfying search experience on the Web, according to the University of Michigan's annual American Customer Satisfaction Index (ACSI). While it had dropped below Yahoo on the index last year, this year's survey shows Google surging ahead of all comers, garnering an unprecedented 86 on a scale of 100 for customer satisfaction.

In the survey, the e-business category also saw huge gains, with satisfaction across the board increasing by 6% to an all-time high of 79.3. Still, Google's rating was surprising. As the study authors say:

After slipping behind Yahoo! for the first time last year, Google surged an unparalleled 10% to leave all rivals in its wake. Google’s score of 86 sets a new standard for e-businesses and creates a formidable nine-point gap between its nearest competitor, Yahoo!, which fell 3% to 77.

While some of Yahoo's loss in the survey can be attributed to its recent wrangling with Microsoft, it also sheds some light on why Google continues to gain marketshare in the search space: Its relevant search results provide an overall satisfying experience, more so than any other search rival. Maybe Google can extend some of this expertise to its Google Apps/Gmail wares, which don't seem to be faring as well on the customer satisfaction scale.