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

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

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
[email protected]

SOURCE ForeSee