Facebook receives lowest customer experience rankings

Ann Arbor, Mich. – Facebook is the lowest scoring brand in the overall ForeSee Customer Experience Index, with a score of 69. The index, a study that examines how today's customer experiences with the top 100 brands across seven industries as reported by Interbrand are predictive of companies' future business success, shows that while Amazon dominates retail industry at the brand level (87), Nordstrom (86), Coach (85), Costco (84) and Tiffany (84) are statistically within reach of the leader. Meanwhile, McDonald's (72) leaves room for improvement with measurement of how it is falling short in satisfying its customers.

When comparing the future behaviors of highly satisfied customers (with satisfaction scores of 80 or higher) to less satisfied customers (with satisfaction scores of 69 or less), ForeSee found that highly satisfied customers report being:

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

"ForeSee's Experience 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," said Larry Freed, president and CEO of ForeSee. "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. The report gives the companies listed a chance to benchmark themselves against each other in terms of the overall customer experience, and serves as an industry resource to give other businesses the opportunity to compare themselves to the best in class."

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