CPG Websites Shine:ForeSee Results Benchmark for Consumer Packaged Goods Shows

ForeSee Results applies the methodology of the University of Michigan’s American Customer Satisfaction Index (ACSI) to help companies understand how improvements to specific aspects of the online experience, such as search and product descriptions, will positively affect purchase intent (online or offline) and loyalty. Inside knowledge into customers’ likely future behaviors empowers CPG companies to prioritize site enhancements and allocate resources efficiently.

The most dramatic proof that CPG websites can and should be focusing on customer satisfaction in a down economy comes from benchmark statistics about how satisfaction impacts future behaviors. When compared to less satisfied visitors, highly satisfied visitors to a CPG website are:

* 81% more likely to return to the website
* 109% more likely to recommend the website
* 59% more likely to recommend the product
* 73% more likely to purchase online
* 41% more likely to purchase offline

“Some CPG companies still struggle with proving that their websites contribute tangibly to company-wide objectives, especially when there are little or no sales associated with the online channel,” added Freed. “When you look at the proven link between satisfaction and both purchase and brand loyalty, it’s clear that the web plays a critical and quantifiable role in the overall success of an organization.”

The aggregate customer satisfaction benchmark score for CPG websites in October of 2008 was 76 on ForeSee Results’ 100-point scale, well above the ForeSee Results cross-industry aggregate satisfaction score (71).

“The high performance of the CPG industry in our benchmark is an indication that they’ve made serious progress getting and engaging customers online,” said Larry Freed, president and CEO of ForeSee Results. “However, it’s also a sign of how high customer expectations of these websites will become, and it will be crucial for CPG websites to understand how they perform relative to close competitors as well as which specific aspects of their website can be improved for the greatest return on investment during a time when resources may be tighter than usual.”