Satisfied B2B Site Visitors More Likely to Recommend, Purchase - ForeSee Benchmark Quantifies Value of Satisfied B2B Customer
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.
ForeSee is a customer experience analytics firm that measures customer satisfaction for a variety of B2B companies. Today's benchmark focuses primarily on the experience these companies are providing online, though all customer touch points may be critical in the B2B purchase funnel.
In general, B2B websites underperform B2C websites. The ForeSee Website Index indicates that average satisfaction for websites hovered around 70 in April, with many categories outperforming that average, such as retail and even e-government. B2B trails that average significantly with an aggregate online satisfaction score of 62. However, scores for individual companies included in the benchmark span a wide range, from a low of 27 to a high of 85, and certain individual B2B websites are at the top of their games. In fact, 28% of the measured B2B sites earned satisfaction scores that are higher than the ForeSee Website Index average. Conversely, this means that 72% of the sites are below that average.
"Such a wide range of satisfaction scores clearly shows that while a few B2B companies excel, many have a lot of room to improve their site visitors' experiences," said Larry Freed, President and CEO of ForeSee. "Companies that have made the online customer experience a priority will enjoy a huge competitive advantage over those who haven't."
ForeSee's technology is able to predict customers' future behaviors, and it has been used by leading companies in many industries for more than 10 years to measure customer satisfaction across all existing channels (web, mobile, social media, store, contact center, email). Over time, it has been demonstrated repeatedly that companies that improve their customer satisfaction scores improve their financial success.
As part of its benchmark research, ForeSee compared the likely future behaviors of highly-satisfied customers (those with a satisfaction score of 80 or higher on ForeSee's 100-point scale) to those of less-satisfied customers (with satisfaction below 70). This comparison demonstrates the impact customer satisfaction can have on a company's future success. Based on likelihood scores, highly-satisfied customers report being:
- 63% more likely than less satisfied customers to return to the website.
- 80% more likely to purchase from the company in the future.
- 88% more likely to use the company as their primary resource.
- 116% more likely to recommend the website to a friend.
The ForeSee B2B benchmark includes customer satisfaction scores for companies such as: Alcon, Blue Cross Blue Shield, Cummins Engines, Eaton, Emerson Network Power, Gale-Cengage, HNI Enterprise, McGraw-Hill, MSC Industrial Supply, NuStep, Pearson Learning Solutions, Pfizer, ProQuest, Scholastic, Techdata, Valssis, and Yaskawa.
"This research really expresses how valuable customer satisfaction is to the future success of a company, and B2B companies are no exception to that rule," Freed said. "Providing a satisfactory customer experience and measuring it continuously and accurately, is key in determining what customers will do next, and pinpointing what improvements can be made to make customers more loyal, more likely to purchase again, and recommend – all key success indicators."