December 6th, 2013 by Leonard Klie

With more than 1.1 billion monthly users across the globe, Facebook is by far the largest online social network. Customers aren’t necessarily happy with the Facebook brand, though, according to Foresee, which this week released its first Foresee Experience Index (FXI),  a study that offers a picture of today’s customer experiences with the top 100 brands across seven industries.

Facebook was the lowest scoring brand in the overall index, which quantified customer experience based on 75,000 customer surveys that ask opinions about satisfaction , retention, upsell, and recommendations. The social network scored just 69 on a 100-point scale. The company seems to have lost the trust of the social media community, Foresee said in its report. And the research was conducted before this week’s major announcement that millions of accounts of Facebook, Google, Twitter, Yahoo!, and LinkedIn were hacked.

While Amazon dominates the retail industry at the brand level (87), Nordstrom (86), Coach (85), Costco (84), and Tiffany (84) are statistically not vey far behind.

McDonalds (72) leaves a lot of room for improvement.

The FXI contains numerous examples of customers clearly favoring one brand over another. For example, in automotive, Honda (85) leads Kia (78) by seven points; in financial services, American Express (82) leads MasterCard (76) by six points; in retail and apparel, Amazon (87), the company that has the highest customer satisfaction score with its brand across all industries measured in the FXI, leads its competitor Walmart (72) by 15 points; and in technology and electronics, Google (81) leads Facebook (69) by 11 points.  Apple (83) leads Microsoft (78) by five points.

An industry comparison shows the highest customer satisfaction in the automotive and consumer packaged goods (CPG) segments. Automotive and CPG scored highest (tied at 82) followed by retail and apparel (81) and technology and electronics (80). The financial services industry registered at the bottom of the scale with an average score of 75. Financial services also had the largest gap between the highest and lowest scoring brands (American Express is 82 and Santander is 65).

ForeSee Experience Index: Top 100 Brand Scores

Top Brand Satisfaction Retention Upsell WoMI
Aggregate 80 83 65 49
Amazon 87 91 74 68
Avon 86 88 77 67
Nordstrom 86 89 72 69
Moet & Chandon 85 86 72 49
Mercedes-Benz 85 86 70 63
Honda 85 86 55 64
Heinz 85 88 72 55
Coach 85 86 70 62
3M 84 86 72 61
Walt Disney 84 87 69 65
Johnson & Johnson 84 88 78 60
Costco 84 90 73 67
Tiffany 84 84 71 55
Apple 83 86 63 58
Ford 83 84 58 57
Johnnie Walker 83 85 77 52
Toyota 83 84 56 61
Duracell 83 85 61 53
Kleenex 83 86 69 52
Sony 83 84 65 53
IKEA 83 86 64 62
Jack Daniels 83 86 70 56
Budweiser 83 87 70 51
Nescafé 83 84 73 47
Discovery Communications 83 nm nm 52
Philips 82 84 69 51
Nintendo 82 83 72 52
Hyundai 82 82 56 59
BMW 82 81 69 49
Canon 82 83 62 57
Chevrolet 82 84 59 57
UPS 82 85 65 59
Pampers 82 84 75 61
American Express 82 86 54 55
Heineken 82 84 67 46
Samsung 82 83 59 56
Ralph Lauren 82 83 71 50
John Deere 82 85 58 62
eBay 82 86 69 62
Audi 82 81 71 40
Oracle 82 84 76 48
Burberry 81 83 73 48
Danone 81 81 79 37
Cisco 81 83 67 45
Panasonic 81 81 64 50
Nestle 81 85 68 48
Smirnoff 81 83 69 48
Lowes 81 85 66 54
Pepsi 81 86 68 47
Dell 81 81 58 53
Google 81 nm nm 45
Intel 81 83 64 49
Adidas 81 81 67 54
Corona 81 83 64 46
Sprite 81 84 71 47
Sam’s Club 81 85 64 51
Siemens 81 82 71 47
Harley Davidson 80 84 67 58
Coca-Cola 80 86 69 46
Colgate 80 85 66 46
Nike 80 83 69 49
Gillette 80 84 68 48
Adobe 80 82 68 53
Louis Vuitton 80 80 71 48
Home Depot 80 86 66 36
IBM 80 79 74 40
BestBuy 80 84 59 50
Kellogg’s 80 85 73 41
HP 79 81 56 48
Pizza Hut 79 83 66 50
Nissan 79 77 55 47
Nokia 79 77 57 46
Visa 79 84 49 40
Volkswagen 79 76 58 49
L’Oréal 78 82 68 45
Zara 78 79 72 38
Morgan Stanley 78 82 59 40
Kia 78 76 55 45
Microsoft 78 82 65 47
H&M 78 81 69 45
Starbucks 78 80 64 46
Gap 78 82 66 43
Xerox 78 80 69 44
GE 78 77 53 43
Target 77 83 65 43
Goldman Sachs 77 78 73 36
Master Card 76 82 45 32
J.P.Morgan 76 80 53 43
Allianz 76 79 54 46
McDonald’s 76 81 65 37
Shell 75 78 55 31
AXA 73 78 52 33
MTV 73 nm nm 30
Kfc 72 78 59 36
Citi 72 75 46 28
Walmart 72 80 63 31
Facebook 69 nm nm 29
HSBC 67 66 49 26
Santander 65 66 42 24

 

 

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