Cingular to Monitor Website User Satisfaction

ForeSee Results says that Cingular Wireless has engaged the company to measure and manage customer satisfaction on their website. By employing a methodology used at the University of Michigan for the American Customer Satisfaction Index (ACSI), ForeSee Results captures statistically reliable data that is able to predict how incremental changes and enhancements to a website will impact future behaviors, such as the likelihood to purchase, recommend the site, or return to the site.

"In the hyper-competitive wireless market, a dissatisfied customer defects very quickly and it's extremely hard to win them back once they're gone," said ForeSee Results President and CEO Larry Freed, an online customer satisfaction expert. "Companies like Cingular Wireless who are striving to increase satisfaction of their online customers will have an easier job of maintaining loyalty than those who don't. Moreover, referrals are an important factor in customer acquisition, and the impact of increasing satisfaction on the likelihood to recommend is high."

"The benefit of increased satisfaction is amplified in the rapid churn of the telecommunications industry," said Freed. "The best defense is to maximize satisfaction among current customers so they'll stay with you and tell their friends and family about their positive experiences."

Posted to the site on 5th November 2003