March 07, 2016 | Eric Feinberg

Part 1: Portrait of a Happy Customer

This is the first post in a series about which retail customers are the most and least satisfied, and how we can use that knowledge to improve business outcomes. All three posts are based on data from The ForeSee Experience Index – 2015 Retail Edition.iStock_000015908696_Small

Customer experience scores are not just a beauty contest where the winning retailer takes the crown and sash and then goes back to regular life. Retailers who “win” in customer experience also win in revenue, market share, customer loyalty, and recommendations. Make no mistake: improving customer experience is the front line in the battle for business growth in today’s competitive marketplace.

Leveraging customer experience intelligence means asking the right questions. Which segments of your audience are most satisfied?  Which segments are least satisfied?  It’s crucial to know who is having the best customer experience because those are the people who will spend the most money with you in the future and be the most loyal to your brand. Conversely, those having the worst customer experience are at highest risk of defection and negative word of mouth.

This past December, we surveyed more than 40,000 retail shoppers in order to produce our eleventh annual ForeSee Experience Index (FXI): 2015 Retail Edition. Across all of the largest retailers, here are some trends we saw:

Visitors who come to a website at least once a week (FXI Score: 82) Visitors who had never been to the website before (FXI Score: 74)
Customers who bought from a website (82) Customers who bought from social media (72)
Customers who purchased using a mobile device (86) Customers who purchased from their work computer (79)
Shoppers who feel emotionally connected to the retailer (84) Shoppers who do NOT feel emotionally connected to the retailer (75)
Democrats (81) Republicans (79)
Browsers who give high scores to site search functionality Browsers who give low scores to site search functionality

Interestingly enough, there are not huge differences when it comes to core demographic categories. Men and women have exactly the same average FXI Score (79), and there only very slight differences between age groups and income levels.

So why does it help to understand which groups are more or less satisfied, and what can we do about it? This post is the first in a series exploring those topics, using data from The ForeSee Experience Index – 2015 Retail Edition, available for free download today.

Next up in Part 2 of this series: How to Integrate Customer Experience Data into Personas.

Categories: Retail

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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