ForeSee Establishes Retail Mobile Experience Benchmark with Mobile Satisfaction Index

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Web Outperforms Mobile; Amazon, Avon, Apple Debut on Top of Retail Edition
of ForeSee Mobile Satisfaction Index

ANN ARBOR, Mich. (September 13, 2012) – ForeSee, the global leader in
technology-driven customer experience analytics, launches the ForeSee Mobile
Satisfaction Index: Retail Edition, released today at the Mobile Marketing
Summit in New York City. Using ForeSee’s scientific methodology, the report
creates the benchmark for customer satisfaction with the retail mobile
experience, including smartphones and tablets.

Long considered the standard bearer for online customer satisfaction, retail
giant Amazon extends its dominance onto the mobile platform, according to a
new index measuring the customer experience of websites and apps on
Internet-enabled mobile devices. Avon and Apple round out the top three
companies on the inaugural release of the ForeSee Mobile Satisfaction Index.

“The mobile platform is maturing much faster than the web in its early days,
and more consumers are interacting with companies and brands via mobile
devices every day,” said Larry Freed, President and CEO of ForeSee.
“Customers experience the web differently on mobile devices, and companies
that do not measure the mobile experience miss an opportunity to solidify
customer loyalty and risk losing customers to companies that do.”

Overall satisfaction with the mobile experiences of 20 of the largest online
retailers registers 79 on the Index’s 100-point scale, with scores ranging
from 76 to 84. Almost half of the measured retailers score 80 or above,
which ForeSee considers to be a benchmark for excellence. Amazon sets the
bar at 84, followed by Avon (83) and Apple (82).

ForeSee, which measures satisfaction across multiple channels, finds that
the mobile web experience for retail lags traditional retail web
satisfaction significantly. Websites appear fairly uniformly across standard
PCs and laptops. But among mobile devices, there are dozens of different
screen sizes, operating systems, hardware specifications, and loading
speeds. This reality makes it difficult for companies to provide a uniform
standard experience to its customers across platforms. In a comparison of
mobile satisfaction scores to web satisfaction (as reported on ForeSee’s
Online Retail Satisfaction Index in Spring 2012), nearly all of the top
retailers perform better on traditional websites.

“Consumer expectations of the mobile experience are set by their experience
on PCs and laptops. But where there are limitations on screen size and
configuration, there are advantages to the touchscreen interface first
popularized by Apple’s iPhone and iPad,” said Freed. “If companies can
innovate and optimize the mobile platform, there’s no reason the mobile
experience can’t surpass the Web.”

When compared to dissatisfied customers, satisfied customers are 69% more
likely to make a purchase using their mobile device, 72% more likely to to
recommend the retailer, and 58% more likely to visit the mobile website or
app again.

“Satisfaction is the most important customer metric companies can track
because it is forward looking and a key driver of behaviors retailers care
most about: purchases, recommendations, and loyalty,” said Eric Feinberg,
ForeSee Senior Director of Mobile, Media & Entertainment. “The ForeSee
Mobile Satisfaction Index will be measuring other industries with a strong
mobile presence, establishing a uniform benchmark for the mobile experience
and indicating which companies need to do more to increase satisfaction that
will result in desired consumer behavior that impacts the bottom line.”

Other key findings from the retail edition of the ForeSee Mobile
Satisfaction Index include:

. App users were slightly more satisfied (80) than mobile web users
(79). 68% used a retailer’s mobile website, while 32% used a retailer’s app.

. The highest app usage among measured companies was for Netflix
(59%), eBay (53%), Groupon (52%), and Walgreens (48%).
. First-time users of a mobile site or app tend to be less satisfied
with their mobile experiences as they learn new layouts, navigation, and
functionality. First-time visitors score 77 compared to 80 for repeat
visitors.
. Customers already familiar with a brand are more satisfied than
people who were driven to the company’s mobile site or app via search
engines or shopping comparison sites.
. The most popular tasks performed on mobile retail sites and apps
were: looking up product details (28%), looking up price information (19%),
and checking stock at a store (17%).
. 76% of those surveyed used mobile phones, while 24% used tablets.
The report is based on 4,500 customer surveys collected in August 2012.

The full report and scores are available online at:
http://www.foresee.com/research-white-papers/mobile-satisfaction-index-form-
2012-foresee.shtml

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 www.foresee.com for customer experience
solutions and original research.

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