Foresee

Does M&S deliver the best mobile customer satisfaction?

M&S and Tesco have the best mobile websites among the UK’s top 10 retailers, according to a new report.

The Foresee benchmark compares customer satisfaction scores achieved by the top online retailers in a survey carried out in November 2013.

One of the most interesting findings is that customer satisfaction on mobile lags well behind that for desktop sites, with the top 10 mobile sites averaging a score of 73 on the 100-point scale compared with 77 on desktop.

According to Foresee poor customer satisfaction has a drastic effect on sales, with every one-point increase in satisfaction translating into a 10.6% growth in a retailer’s online revenues. 

Customer satisfaction with m-commerce almost on par with desktop: report

Customer satisfaction with mobile commerce appears to be gradually improving year-on-year, to the extent that the m-commerce experience is almost considered to be on par with desktop.

The findings come from a survey by Foresee, which has been examining satisfaction scores from visitors to 40 of the largest UK mobile retail websites and apps in the UK since 2010.

It found that customer satisfaction with desktop websites in the UK scored 74 on the study’s 100-point scale, compared to 72 for mobile retail experiences.

The difference between the two channels has dropped steadily from five points to just two points in three years.

The findings obviously raise two possibilities – either shoppers are becoming more used to m-commerce so are naturally more satisfied with the experience, or retailers have adapted and improved the user experience.