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

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ForeSee

Dec 05, 2013, 09:00 ET

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