UK retail and packaged goods companies average 67 for customer satisfaction on a 100-point scale
UK retail and packaged goods companies average 67 for customer satisfaction on a 100-point scale
Customer satisfaction analytics provider ForeSee Results has published its first benchmark report for customer satisfaction among its UK customers.
With over 24,000 customer surveys conducted in February, the benchmark (which measures online customer satisfaction across a variety of retail and consumer packaged goods vendors) received a score of 67 on a 100-point scale.
British companies included in the benchmark included Aurora Fashion, British Airways, Curry’s, Debenhams, Dixon’s, Homebase, Kelloggs UK, and TUI Travel UK & Ireland among others.
UK retailers score below US average
Within the benchmark, individual scores for companies in the UK ranged widely between 51-77 points. “In terms of customer satisfaction, success is relative and differs by industry, country, channel and individual company,” said Larry Freed, president and chief executive of ForeSee Results. “A score of 69 would be just above average for a UK e-retailer or packaged goods company, while it would be poor for an American e-retailer and excellent for an American insurance company.”
ForeSee Results produces 80 monthly benchmarks representing more than 1,000 websites around the world, organised by industry, country, and functional category. The benchmarks provide average satisfaction scores so that companies can see how they stand relative to their competition. Studies have shown that satisfaction, when measured using the methodology employed by ForeSee Results, drives purchase intent, returns, and recommendations and predicts the future success of a business.
“Satisfaction really matters,” said Mansoor Malik, managing director for ForeSee Results in the UK. “Since highly satisfied visitors in the UK say they are 71% more likely to return and 107% more likely to recommend a website to others, it’s critical that UK companies in all industries get an accurate picture of where they are and what specific things they can do to improve their customer experience across all channels.”
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“The UK retail benchmark gives us critical information about how well we are doing in comparison to others,” said Alex Horstmann, general manager of user experience and design at TUI UK, a ForeSee Results client. “Further analysis from ForeSee shows how likely our customers are to purchase, return, and recommend us. Then our individual reports give us specific and actionable information on how to make improvements.”
ForeSee Results has been working in the UK since 2008 and opened its first UK office in London in 2010. The company uses scientific methodology developed at the University of Michigan to determine how improvements to specific aspects of the online experience, such as navigation and site performance, will positively affect overall satisfaction, likelihood to do business with the organisation, and loyalty.
