ForeSee Mobile Benchmark Shows Satisfaction Slipping

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ANN ARBOR — Ann Arbor-based ForeSee Thursday released its September Mobile Benchmark, a yardstick that companies can use to determine whether the mobile experience they are providing is exceeding or falling short of industry averages and customer expectations.

ForeSee’s Mobile Benchmark for September scores a 66 on the company’s 100-point scale, placing it firmly below ForeSee’s aggregate benchmark for all Web sites (71). The Mobile Benchmark, which ForeSee created in February 2011, includes customer satisfaction scores for mobile apps, m.mobile sites, and iPad applications for companies like ESPN, The Federal Emergency Management Agency, RIM/Blackberry, and StubHub, among many others.

Scores for individual m.mobile sites and apps included in the benchmark range from a low of 55 to a high of 74, a fairly large range that reflects a rapidly maturing industry. In fact, leading brands from many industries, including media, retail, financial services, and government are utilizing ForeSee’s technology to understand the impact that mobile apps and sites are having on their customers and their brand.

“Mobile is still in its infancy in many ways, so it isn’t really that surprising that satisfaction with mobile sites lags satisfaction with traditional websites,” said Eric Feinberg, director of mobile strategy at ForeSee who will be presenting Friday at the eMetrics Summit in New York City. “A mobile site can either complement a consumer’s overall brand experience or undermine it. The good news is that more and more companies are taking this seriously and understand the critical role that customer satisfaction plays in the mobile experience. We’re also seeing more and more interest in understanding the role that mobile plays, for good or for bad, in the overall relationship between customers and brands.”

ForeSee’s mobile solution, first beta tested in early 2010 and formally made available to all clients in early 2011, is built upon the scientific and predictive methodology of the American Customer Satisfaction Index and employs a random but representative sample of users of any given m.mobile Web site or mobile application. ForeSee collects millions of surveys from mobile users and ForeSee analysts transform that data into actionable customer intelligence that clients use to help direct investment and improvement efforts.

“The customer experience is always going to be important, whether you’re talking about a mobile site, an app, a website, a call center, a store, a banking location, or an email newsletter. The number of clients we have measuring mobile apps and websites is growing at a pretty amazing pace, and we’re proud to help them stay ahead of the curve,” said Larry Freed, president and CEO of ForeSee. “Many of the clients who have been measuring their mobile channels with us in the last year have found it has added a valuable dimension to the cross-channel analysis of the customer experience.”

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 us at www.ForeSee.com for customer experience solutions and original research.

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