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Facebook Fails in Customer Satisfaction Along with McDonald's, MTV, Kia; Amazon Tops 100 Brands Across Seven Industries

ForeSee Experience Index Reveals how Customer Experience is Predictive of Future Business Success for Top 100 Global Brands

ANN ARBOR, Mich., Dec. 5, 2013 /PRNewswire/ -- ForeSee, the global leader in technology-driven customer experience analytics, today released the first ForeSee Experience Index (FXI), a study that offers the most comprehensive picture to-date of how today's customer experiences with the top 100 brands across seven industries as reported by Interbrand, are predictive of companies' future business success.

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The FXI quantifies customer experience by calculating satisfaction scores for each of the 100 brands on a 100-point scale, as well as three key measurements that are predictive of future behavior – Retention, Upsell and Recommend. 75,000 surveys from customers across seven industries were gathered for this report during Q1-Q3 of 2013 and analyzed using the ForeSee methodology. The report features data that is predictive of future customer behaviors for American Express, Apple, Amazon, Coca-Cola, Cisco, Facebook, Gillette, Honda, Google, Microsoft, Morgan Stanley, Oracle and more. A chart of the 100 companies with each of their four corresponding Satisfaction, Retention, Upsell and Recommend scores can be seen below.

Key FXI Findings:

  • Company specific data:
    • Facebook is the lowest scoring brand in the overall index (69). The company seems to have lost the trust of the social media community and can use customer experience data to help identify what customers want and expect in order to improve overall satisfaction.
    • While Amazon dominates retail industry at the brand level (87), Nordstrom (86), Coach (85), Costco (84) and Tiffany (84) are statistically within reach of the leader.
    • McDonald's (72) leaves room for improvement with measurement of how it is falling short in satisfying its customers.
  • Many top brands have satisfaction advantages over leading competitors: The FXI contains numerous examples of customers clearly favoring one brand over the brand of a leading competitor. Highlights include:
    • Automotive: Honda (85) leads Kia (78) by seven points.
    • Financial Services: American Express (82) leads MasterCard (76) by six points.
    • Retail & Apparel: Amazon (87), the company that has the highest customer satisfaction score with its brand across all industries measured in the FXI, leads its competitor Walmart (72) by fifteen points.
    • Technology & Electronics: Google (81) leads Facebook (69) by eleven points.  And, Apple (83) leads Microsoft (78) by five points.
  • Industry comparison shows highest customer satisfaction in Automotive and Consumer Package Goods (CPG): ForeSee found that the Automotive and CPG industries score highest (tied at 82) followed by Retail & Apparel (81) and Technology & Electronics (80). The Financial Services category registers at the bottom of the scale with an average score of 75.
    • Financial Services as a category has the largest gap between the highest and lowest scoring brands (American Express is 82 and Santander is 65), suggesting that there is much work to be done in offering the experience that customers expect from companies in this category. And for an industry that lives and dies by upselling products and services, the data shows that the industry is not doing so well.
  • Customer experience is predictive of future business success: When comparing the future behaviors of highly satisfied customers (with satisfaction scores of 80 or higher) to less satisfied customers (with satisfaction scores of 69 or less), ForeSee found that highly satisfied customers report being:
    • 75 percent more likely to prefer the brand overall;
    • 60 percent more likely to do business with the company;
    • 83 percent more likely to purchase more;
    • 63 percent more likely to purchase from the brand the next time they are in the market for a similar product or products;
    • 77 percent more likely to give the brand a positive recommendation to others; and
    • 76 percent more likely to trust the brand in general.

"ForeSee's Experience Index reveals some surprising customer experience winners and losers and really indicates that those companies giving customers what they want are positioned for long-term success at the brand level," said Larry Freed, president and CEO of ForeSee. "The ForeSee Experience Index research illustrates how individual drivers of customer satisfaction have a quantifiable impact on the likelihood of customers to purchase more and continue to do business with or recommend a brand. The report gives the companies listed a chance to benchmark themselves against each other in terms of the overall customer experience, and serves as an industry resource to give other businesses the opportunity to compare themselves to the best in class."

ForeSee Experience Index: Top 100 Brand Scores

Top Brand

Satisfaction

Retention

Upsell

WoMI

Aggregate

80

83

65

49

Amazon

87

91

74

68

Avon

86

88

77

67

Nordstrom

86

89

72

69

Moet & Chandon

85

86

72

49

Mercedes-Benz

85

86

70

63

Honda

85

86

55

64

Heinz

85

88

72

55

Coach

85

86

70

62

3M

84

86

72

61

Walt Disney

84

87

69

65

Johnson & Johnson

84

88

78

60

Costco

84

90

73

67

Tiffany

84

84

71

55

Apple

83

86

63

58

Ford

83

84

58

57

Johnnie Walker

83

85

77

52

Toyota

83

84

56

61

Duracell

83

85

61

53

Kleenex

83

86

69

52

Sony

83

84

65

53

IKEA

83

86

64

62

Jack Daniels

83

86

70

56

Budweiser

83

87

70

51

Nescafe

83

84

73

47

Discovery Communications

83

nm

nm

52

Philips

82

84

69

51

Nintendo

82

83

72

52

Hyundai

82

82

56

59

BMW

82

81

69

49

Canon

82

83

62

57

Chevrolet

82

84

59

57

UPS

82

85

65

59

Pampers

82

84

75

61

American Express

82

86

54

55

Heineken

82

84

67

46

Samsung

82

83

59

56

Ralph Lauren

82

83

71

50

John Deere

82

85

58

62

eBay

82

86

69

62

Audi

82

81

71

40

Oracle

82

84

76

48

Burberry

81

83

73

48

Danone

81

81

79

37

Cisco

81

83

67

45

Panasonic

81

81

64

50

Nestle

81

85

68

48

Smirnoff

81

83

69

48

Lowes

81

85

66

54

Pepsi

81

86

68

47

Dell

81

81

58

53

Google

81

nm

nm

45

Intel

81

83

64

49

Adidas

81

81

67

54

Corona

81

83

64

46

Sprite

81

84

71

47

Sam's Club

81

85

64

51

Siemens

81

82

71

47

Harley Davidson

80

84

67

58

Coca-Cola

80

86

69

46

Colgate

80

85

66

46

Nike

80

83

69

49

Gillette

80

84

68

48

Adobe

80

82

68

53

Louis Vuitton

80

80

71

48

Home Depot

80

86

66

36

IBM

80

79

74

40

BestBuy

80

84

59

50

Kellogg's

80

85

73

41

HP

79

81

56

48

Pizza Hut

79

83

66

50

Nissan

79

77

55

47

Nokia

79

77

57

46

Visa

79

84

49

40

Volkswagen

79

76

58

49

L'Oreal

78

82

68

45

Zara

78

79

72

38

Morgan Stanley

78

82

59

40

Kia

78

76

55

45

Microsoft

78

82

65

47

H&M

78

81

69

45

Starbucks

78

80

64

46

Gap

78

82

66

43

Xerox

78

80

69

44

GE

78

77

53

43

Target

77

83

65

43

Goldman Sachs

77

78

73

36

Master Card

76

82

45

32

J.P.Morgan

76

80

53

43

Allianz

76

79

54

46

McDonald's

76

81

65

37

Shell

75

78

55

31

AXA

73

78

52

33

MTV

73

nm

nm

30

KFC

72

78

59

36

Citi

72

75

46

28

Walmart

72

80

63

31

Facebook

69

nm

nm

29

HSBC

67

66

49

26

Santander

65

66

42

24


About ForeSee
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touchpoints and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee's superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit www.foresee.com for customer experience solutions and original research.

               

Contact:
Sarah Allen-Short, 734-327-3852
sarah.allen-short@foresee.com

SOURCE ForeSee

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