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ForeSee Results Announces Benchmark for Food and Beverage Websites
ANN ARBOR, Mich.-(Business Wire)-July 2, 2008 - ForeSee Results today announced the creation of a benchmark for customer satisfaction with food and beverage websites, which will allow clients to measure the performance of their website against an average of their industry peers.
ForeSee Results uses the methodology of the University of Michigan's American Customer Satisfaction Index (ACSI) to help companies determine which specific website changes will increase sales, loyalty, and return on the website investment. The ACSI has been scientifically linked to future financial performance and even stock prices.
ForeSee Results applies the ACSI methodology for many food and beverage companies in the consumer packaged goods industry, and the new benchmark includes the websites of companies such as:
— Betty Crocker
— ConAgra
— Dr. Pepper
— Kellogg
— Pepsi
— Pillsbury
— Schwan's
— Snapple
ForeSee Results' food and beverage clients have online customer satisfaction scores ranging from 64 to 87, and satisfaction index for the food and beverage benchmark is 77 on the ACSI's 100-point scale. Beyond overall satisfaction, the benchmark also provides information on how satisfied customers are with specific elements of a website. For example, food and beverage sites score very well in terms of look and feel (83) but slightly lower in terms of navigation (77).
"A benchmark allows our clients to see how their performance compares to industry standards so that they can not only meet industry averages, but surpass them, shooting for a satisfaction score well above 77," said Larry Freed, president and CEO of ForeSee Results. "The benchmark also tells us that standards are high for how the site looks and feels. Consumers want a CPG site to have a good visual appeal and clear organization, and a food or beverage site not scoring well in that element will be at a huge disadvantage. However, since navigation scores are not as high, a site that can perform very well in that area could really distinguish itself from the pack, fostering increased loyalty and likelihood to purchase."
"Our benchmark shows that a highly satisfied visitor to a food and beverage website is, on average, 45% more likely to purchase a product than is an unsatisfied visitor. A satisfied browser is 102% more likely to return to the site, 154% more likely to recommend the website, and 123% more likely to be committed to the brand," said Chrissy Toeplitz, CPG Industry Director at FSR. "This is a phenomenal testament to the value of a satisfied customer, and it's clear that food and beverage companies that can increase satisfaction with their online experience will reap the rewards across all channels."
The food and beverage benchmark joins more than 30 others in ForeSee Results' stable of online customer satisfaction benchmarks by industry (e.g. retail, financial services, healthcare, media/entertainment etc.) and functional area (e.g. customer satisfaction at checkout, post-fulfillment, etc.).
ABOUT FORESEE RESULTS
As the leader in online customer satisfaction measurement, ForeSee Results uses online voice of customer data to help organizations around the globe increase sales, loyalty, recommendations and website value. Using a proven, patented technology, ForeSee Results identifies the improvements to websites and other online initiatives with the greatest ROI. With over 28 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers our clients unparalleled expertise in customer satisfaction measurement and management. ForeSee Results works with dozens of consumer packaged goods clients, including Newell Rubbermaid, Iams/Eukanuba, Bausch and Lomb, and many more.
ForeSee Results, a privately held company, is headquartered in Michigan and can be found on the web at www.ForeSeeResults.com.
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