Research shows satisfied Canadian customers are more loyal and likely to recommend
VANCOUVER, British Columbia, March 13, 2013 /CNW/ - ForeSee, the global leader in customer experience analytics, released a new Canadian customer satisfaction benchmark that shows the strong link between customer satisfaction and the impact it has on future behaviors for customers of Canadian businesses. ForeSee's Canadian benchmark is based on more than 24,000 survey responses from website visitors to both native Canadian and Canadian divisions of U.S. retail and nonretail businesses in the month of February.
Using its scientific and predictive technology-driven methodology, ForeSee calculates reliable and accurate satisfaction scores for each measured company. ForeSee then averages the scores so that clients can compare themselves against a meaningful standard that represents their peers, while individual website scores remain confidential.
"With customer expectations always changing, ForeSee's customer experience analytics is no longer a nice-to-have measurement tool, it's crucial," said Robb Collins, senior manager e-commerce operations at the Royal Canadian Mint. "ForeSee's predictive technology is critical in our decision -making process because it allows us to add real qualitative context to what can be the soft and intangible concept of customer experience. At the end of the day ForeSee tells us what we should do and why we should do it, which is invaluable information to have."
Combined, the retail and nonretail Canadian company website scores range from 44 to 81, with an average of 67 on ForeSee's 100-point scale. That score trails the overall ForeSee Index score of 70.
It is critical that Canadian business leaders measure the online experience of their customers, because research shows that when satisfaction scores rise, there are measurable increases in site visitors' likelihood to return to a website, recommend it to others, and make future purchases. Based on likelihood scores, when comparing highly satisfied visitors of Canadian websites to visitors who were dissatisfied, the satisfied customers report being:
- 82% more likely to return to the site;
- 143% more likely to recommend it to others;
- 133% more likely to purchase from the retailer online in the future; and
- 72% more likely to purchase in another channel (mobile, store, catalog/contact center).
Canadian retail website scores range from 50-81, with an average of 69 on ForeSee's 100-point scale. That score shows Canadian retailers falling short of ForeSee's overall e-retail benchmark score of 73 for the month of February, which includes companies from around the world. The benchmark also shows, on average, Canadian retailers perform just above the UK e-retail benchmark (68) during the same time period.
Based on likelihood scores, when comparing highly satisfied visitors to Canadian retail websites to visitors who were dissatisfied, the satisfied customers report being:
- 72% more likely to return to the site;
- 128% more likely to recommend it to others;
- 108% more likely to purchase from the retailer online in the future; and
- 59% more likely to purchase offline.
"The compelling thing about this research and ForeSee's predictive methodology is that they demonstrate what happens when a company satisfies its customers by meeting, and hopefully, exceeding expectations—it gains loyal customers who are willing to purchase again and recommend," said Larry Freed, president and CEO of ForeSee. "While this benchmark is a great tool for both retail and nonretail companies to measure themselves against similar companies, business leaders need to understand that the only way to truly improve is by measuring the experiences their customers are having across all channels and all devices."
ForeSee works with a broad list of Canadian companies as well as Canadian divisions of U.S. companies such as Canadian Tire, Coastal Contacts, Harlequin, Indigo, Mountain Equipment Co-Op, Research Management Group (Walmart.ca), Sears Canada, and many others. In addition to critical insights about customer satisfaction and future behavior, ForeSee customers receive detailed information about key drivers of satisfaction for their own audiences so they can focus improvement efforts on areas that can provide the best bang for the buck.
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points 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.
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