Internet
Customer Satisfaction with Mobile Shopping on the Rise; Trails Satisfaction with Websites
ForeSee, the leading customer experience analytics firm, has today announced the findings of its latest mobile shopping report (as part of its study of nearly 10,000 visitors to the biggest e-retail websites in the UK throughout December) revealing key trends on retailers' future business. ForeSee's methodology is able to show how customers' satisfaction with various interactions with a company (including mobile shopping and applications) impacts their purchase intent, loyalty, and recommendations across all channels.
Table 1. Mobile phone use for shopping
Table 2: Multiple device shopping
Table 3 - Traditional websites vs. mobile and apps
"The research clearly found that the use of mobile phones to access companies' websites, mobile websites and applications for shopping purposes is increasing dramatically in the UK, indicating that any retailer who is not wholeheartedly embracing the mobile trend is leaving money on the table for competitors," said
Larry Freed , CEO at ForeSee. "Given the widespread and growing usage of mobile websites, it is no longer acceptable for a retailer to have a substandard mobile site no matter how good their traditional site is. If shoppers aren't having a good mobile experience with a given retailer, they will simply go elsewhere."
ForeSee's Senior Director of Mobile, Media and Entertainment Eric Feinberg , added, "It is pleasing to see that the satisfaction gap between traditional websites and the mobile experience is narrowing: last year there was a five-point gap; this year, there is a three-point gap. However, satisfaction with mobile still lags. This presents retailers who do manage to provide an excellent mobile experience with a great opportunity to continue to improve, and it also creates a big incentive for those who don't have their house in order to do so. Meanwhile, expectations are being set by the best retail websites - the others will have to catch up quickly." Feinberg gives a final pointer for retailers working in - and looking at mobile shopping: "Don't be tempted to measure satisfaction by tracking sales, app downloads, or mobile site traffic. Customer satisfaction is the result of meeting a customer needs and expectations - the principles are the same regardless of the customer touch point. You can only find out about satisfaction by asking the customers themselves."
About the Research
The ForeSee Online Retail Satisfaction Index (UK Christmas Edition) is based upon a customer satisfaction methodology developed at the University of Michigan . It is the only cross-industry methodology able to consistently demonstrate organisations that more effectively satisfy customers realise higher financial returns. With origins in Sweden , where it was originally developed as the Swedish Barometer, this methodology has been adopted as a national measure of customer satisfaction by the United States (American Customer Satisfaction Index), the United Kingdom (National Customer Satisfaction Index UK) as well as by governments in Colombia , Dominican Republic , Korea, Mexico , Sweden , South Africa , Turkey , and elsewhere. For the past 10 years, ForeSee has been measuring online customer satisfaction for leading retail sites including Best Buy, Sears, and Target using this scientific approach. Additionally, the firm produces the annual U.S.-based Top 40 Online Retail Satisfaction Index which provides an interesting point of comparison to customer satisfaction with UK online retail.
The list of retailers was selected based on the IMRG Experian Hitwise Hot 100 Retailer list.
The Index represents nearly 10,000 customer surveys which were collected via an online panel with more than 700,000 online consumers provided by Research Now from the 22 November through to the 11 December from shoppers who had visited at least one the top 40 retail websites within the previous two weeks or travel websites within the last six months.
About ForeSee
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritise 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 optimising the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit http://www.foresee.com for customer experience solutions and original research.
Nikki Alvey , The PR Network
Tel: +44(0)7973-354-706
Nikki.alvey@theprnetwork.co.uk