ForeSee Releases Canadian E-Retail Satisfaction Benchmark

Research shows satisfied customers are more loyal and likely to recommend

Apr 03, 2012, 08:00 ET from ForeSee

VANCOUVER, British Columbia, April 3, 2012 /PRNewswire/ -- ForeSee, the global leader in customer experience analytics, today released a new Canadian e-retail 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 21,000 survey responses from website visitors to both native Canadian and Canadian divisions of U.S. retail stores in the month of February.


Using its technology-driven methodology, ForeSee is able to calculate reliable and accurate satisfaction scores for each measured company. The scores are then averaged so that clients can compare themselves against a meaningful standard that represents their peers, while individual websites' scores remain confidential. The satisfaction scores for Canadian retail websites range from 70-83, with an average of 75 on ForeSee's 100-point scale. That score gives Canadian retailers an edge over ForeSee's overall retail benchmark score of 74, which includes companies from around the world. The benchmark also shows that, on average, Canadian retailers perform well above the UK e-retail benchmark (67) released last week.

It is critical that Canadian retailers measure the online experience of their customers, because research clearly 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 we compare highly-satisfied visitors to Canadian retail websites to visitors who were dissatisfied, they report being:

  • 55% more likely to return to the site;
  • 92% more likely than an unsatisfied customer to recommend it to others;
  • 88% more likely to purchase from the retailer online in the future;
  • And 32% more likely to purchase offline.

"This research really expresses how valuable customer satisfaction can be to the future success of a company," said Larry Freed, President and CEO of ForeSee. "Canadian, whether native or Canadian divisions of U.S. companies, seem to really embrace the ForeSee methodology and the technology behind it. And the results are there – satisfied customers are loyal, will buy again, and will recommend."

ForeSee works with a broad and deep list of Canadian retailers as well as Canadian divisions of U.S. companies such as Canadian Tire, Coastal Contacts, Epson Canada, Harlequin, Indigo, Mountain Equipment Co-Op, Royal Canadian Mint, 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.

About ForeSee

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 for customer experience solutions and original research.

Sarah Allen-Short, 734-327-3852