Ann Arbor-Based Survey Gives Facebook Low Score in Customer Satisfaction


Lower satisfaction with Facebook could ultimately impact the company’s ability to retain and upsell customers while providing an opening to its rivals, says a new report by the Ann Arbor-based marketing firm ForeSee.

In the first ForeSee Experience Index — which calculates customer satisfaction for the top 100 brands across seven industries as reported by Interbrand on a 100-point scale — Facebook received a score of 69, one of the lowest on the list. While satisfaction scores of 80 or higher are indicative of highly satisfied customers, scores of 69 or less suggest less-satisfied customers.

“The ForeSee Experience Index research illustrates how individual drivers of customer satisfaction have a quantifiable impact on the likelihood of customers to purchase more and continue to do business with or recommend a brand,” says Larry Freed, president and CEO of ForeSee. “(The index) reveals some surprising customer experience winners and losers and really indicates that those companies giving customers what they want are positioned for long-term success at the brand level.”

The index results indicate that highly satisfied customers (with satisfaction scores of 80 or higher) come with several benefits:

  • 75 percent are more likely to prefer the brand overall;
  • 60 percent are more likely to do business with the company;
  • 83 percent are more likely to purchase more;
  • 63 percent are more likely to purchase from the brand the next time they are in the market for a similar product or products;
  • 77 percent are more likely to give the brand a positive recommendation to others; and
  • 76 percent are more likely to trust the brand in general.

The index — based on 75,000 surveys — found that average satisfaction score was 80. The index was led by Amazon with a score of 87, followed by Avon (86), Nordstrom (86), and Moet & Chandon (85). ForeSee also found that many top brands have satisfaction advantages over leading competitors. For instance, Honda (85) led Kia by seven points, and American Express (82) led MasterCard (76) by six.

On an industry level, the automotive and consumer packaged goods industries score highest (tied at 82), followed by retail and apparel (81) and technology and electronics (80). The financial services category registers at the bottom of the scale with an average score of 75.

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