New Research Links Customer Satisfaction
to Loyalty and
Repeat Visits for News
and Entertainment Websites
ANN ARBOR, Mich. (April 28, 2011) — ForeSee Results, the leader in technology-driven customer satisfaction measurement and management, today released two new benchmarks that quantify the value of customer satisfaction for news and entertainment websites.
As part of continuous and ongoing research in the news and entertainment space, ForeSee Results surveyed nearly 45,000 visitors to news and entertainment websites in March and compared the behaviors of highly satisfied website visitors (those with satisfaction at 80 or higher on ForeSee’s 100-point scale) to the future behaviors of less satisfied site visitors (those with satisfaction at 69 or below).
The news benchmark shows that based on likelihood scores, highly satisfied visitors to news websites
- 41% more likely than less satisfied visitors to return to the website again, which means visit frequency and engagement that translates directly into value for advertisers.
- 71% more likely to recommend the website to a friend, family member or colleague.
The ForeSee Results news benchmark includes websites like The Atlanta Journal-Constitution, Automotive News, Auto Week, Belo, Forbes, International Data Group, and the Weather Channel. Aggregate satisfaction for this benchmark is 77, and individual company scores within the benchmark span a 17-point range from
72 to 86.
“It’s a huge advantage to be able to compare ourselves to other news media companies that are measured by ForeSee Results using ACSI scores,” said Bruce Rogers, Chief Brand Officer at Forbes. “I think news and media sites like us that are leveraging the power of ForeSee Results to actually ask our clients about their needs and expectations will naturally have a competitive edge. ForeSee Results helps us understand how to prioritize the many, many things our readers want into a manageable list of improvements that has a tangible impact on loyalty, return visits, brand image, and even advertising.”
“ForeSee Results gives us a full view of our media properties using the web as a key point of interaction,” said Mike Lupo, Senior Director of Digital Products for the Atlanta Journal Constitution. “The actionable voice of customer data we get tells us who our readers are and which improvements we can make which increase their likelihood of returning to our sites in the future and using the site as their primary
local news source.”
Satisfaction also has a huge value to visitors to entertainment sites, which often include advertising but always benefit from volume and frequency of site visits. Highly satisfied visitors to entertainment
sites report being:
- 39% more likely than less satisfied visitors to return to the website again, which means more frequency
- 55% more likely to recommend the website to a friend, family member or colleague.
The ForeSee Results entertainment benchmark includes websites like ESPN, Six Flags, and Sony Pictures. Aggregate satisfaction for this benchmark is 77, and individual company scores within the benchmark span a 17-point range from 65 to 82.
ForeSee Results works to measure and analyze customer satisfaction for news, media, entertainment, and other content-based websites in ways that increase loyalty, engagement, and return on investment. While this research pertains specifically to the online channel, ForeSee Results also works with companies across all touch points, including call centers, mobile sites, and social media.
Since ForeSee Results was founded in late 2001, its customer satisfaction metrics have become standard across online industries, as demonstrated by the following milestones. ForeSee Results has:
- Over 63 million completed customer satisfaction surveys.
- Over 1000 active measures across dozens of industries.
- 80+ benchmarks that allow clients to compare performance with the average performance of their peers in a variety of industries
- Customer satisfaction measures in 32 languages and more than 50 countries around the world.
“We are helping many types of news, media, and entertainment clients use customer intelligence to answer the most pressing issues facing them,” said Eric Feinberg, industry director for ForeSee Results’ media and entertainment practice. “We’re giving clients actionable insights that determine their course of action when it comes to content development, subscription options, advertising value, audience segmentation and helping them piece together the full picture of the customer experience—before, during, and
after the web visit.”
About ForeSee Results
As the leader in customer satisfaction measurement, ForeSee Results captures and analyzes voice of customer data to help organizations increase loyalty, recommendations and marketing value. Using the methodology of the American Customer Satisfaction Index (ACSI), ForeSee Results identifies improvements across all channels and touch points that drive customer satisfaction. With over 60 million survey responses collected to date and benchmarks across dozens of industries, ForeSee Results offers unparalleled expertise in customer satisfaction measurement and management for news and media clients such as Atlanta Journal-Constitution, CBS Interactive, ESPN, Forbes, IDG News, National Public Radio, PBS Kids Sprout, Voice of America, the Weather Channel, and many others.
ForeSee Results, a privately held company, is located in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com. Connect with ForeSee Results (www.ForeSeeResults.com/connect.html)