Tower Records Engages ForeSee Results
ANN ARBOR, MI (June 16, 2003) -- ForeSee Results today announced that Tower Records has engaged them to bring a scientific analysis of customer behavior and satisfaction to the media retailer’s mix of online metrics. Tower Records is looking to gain insight into what is driving customer behavior at various stages of interaction with its website.
“Our click stream analysis and other tools give us great tracking of what people are doing on our website, but tracking alone leaves a lot of questions unanswered,” said Kevin Ertell, Senior Vice President Direct to Consumer. “ForeSee Results brings a reliable, scientific analysis of why people are doing what they’re doing, how they feel about it, and what they really want to accomplish on our website. They can also tell us what we can do to improve our customers’ satisfaction and better enable them to get the products they want, whether online or in our stores.”
ForeSee Results brings the voice of the customer into website development by applying a thoroughly researched and proven measure of customer satisfaction that goes well beyond the like/don’t like approach often used in surveying customers. ForeSee Results uses the same methodology employed by the University of Michigan’s American Customer Satisfaction Index (ACSI), which not only measures satisfaction levels but conducts isolates key drivers of satisfaction and behavior. The result is a road map for understanding what is motivating customer behavior and which website changes should be made to increase desired behaviors such as the likelihood to complete a transaction or shop online again.
“Profitability is a function, pure and simple, of customer spending,” said Larry Freed, CEO of ForeSee Results. “Satisfied customers spend more, visit repeatedly, refer others, and much more. Satisfaction measurement done in a scientific way not only tells you how you’re doing but what you should focus on to do better and drive the behaviors that contribute to the bottom line. There is no more qualified voice for understanding and improving a website than the customer’s voice.”
Tower Records will be working with ForeSee Results to get actionable insight on customers’ satisfaction and behaviors at several critical stages of interaction with their site. The ForeSee Results technology will capture customer feelings throughout the site visit, at the point of purchase of shopping cart abandonment, and post-purchase. The ForeSee Results system will focus on why people do or do not purchase and, if they go offline to purchase, what influences their decision to visit a Tower store.
The ForeSee Results tool is increasingly seen as a valuable complement to more traditional online metrics, because it closes the gap between understanding what customers do online and why they do it. The system also has a built-in feature, connected to scientific ACSI technology, which shows the ways in which customer behavior will change if changes to the site are made.
About ForeSee Results
ForeSee Results is the market leader in online customer satisfaction management and specializes in converting satisfaction data into user-driven web development strategies. Using the methodology of the American Customer Satisfaction Index (ACSI) developed at the University of Michigan, ForeSee Results has developed a model that scientifically quantifies the elements that drive online customer satisfaction and predicts future behaviors like likelihood to purchase, return to the site, or recommend the site to a friend. ForeSee Results, a privately held company co-founded by Compuware Corporation and CFI Group, is located in Ann Arbor, Michigan and on the web at www.ForeSeeResults.com. Their retail clients include ProFlowers.com, Border’s Books and Music, Iams, Danskin, Little Tikes, and Cabela’s, among others.
About Tower Records
Since 1960, Tower Records has been recognized and respected throughout the world for its unique brand of retailing. Founded in Sacramento CA, by Chairman, Russ Solomon, the Company`s growth over four decades has made Tower Records a household name.
Tower Records stores are represented in fourteen countries throughout the world and in 218 different locations as wholly owned operations, licensees and affiliations. The company opened one of the first Internet music stores on America Online in June 1995 and followed a year later
with the launch of Tower.com. The site was named among the top 50 retail websites by Internet Retailer magazine.
Tower Records` commitment to providing its customers with a superior and specialized shopping experience is key to the organization`s retail philosophy. Tower forges ahead with the develop-ment of exciting shopping environments, presenting diverse product ranges, artist performance stages, personal electronics departments, and digital centers. Tower Records maintains its commitment to providing the deepest selection of packaged and digital entertainment in the world merchandised in stores that celebrate the unique interests and needs of the local community.
Contact:
Sarah Allen
202.535.7800
sallen@kearnswest.com
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