Ann Arbor-based ForeSee Results Wednesdady announced the creation of a benchmark for customer satisfaction with food and beverage Web sites, which will allow clients to measure the performance of their site against an average of their industry peers.
ForeSee Results uses the methodology of the University of Michigan's American Customer Satisfaction Index 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.
The new benchmark will include the Web sites of companies such as Betty Crocker, ConAgra, Dr. Pepper, Kellogg, Pepsi, Pillsbury, Schwan's and 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."
Freed said the benchmark shows that a highly satisfied visitor to a food and beverage website is, on average, 45 percent more likely to purchase a product than is an unsatisfied visitor. A satisfied browser is 102 percent more likely to return to the site, 154 percent more likely to recommend the website, and 123 percent more likely to be committed to the brand.
The food and beverage benchmark joins more than 30 others in ForeSee Results' stable of online customer satisfaction benchmarks by industry (such as retail, financial services, healthcare, media/entertainment, etc.) and functional area (such as customer satisfaction at checkout, post-fulfillment, etc.).
More at www.ForeSeeResults.com.
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