News

HSN measuring mobile customer experience with ForeSee

August 13, 2012

Multichannel retailer HSN is now using ForeSee technology to measure and analyze the customer experience of its mobile-optimized site and mobile apps with the company's new Mobile On-Exit technology.

HSN, whose mobile applications include HSN apps for iPad, iPhone and Android, added ForeSee's mobile solution to complement its existing web browser measurement. Adding mobile measurement will help HSN understand how its mobile channels contribute to the overall business, said Ed Deutscher, HSN's operating VP of digital technology.

"Providing our customers with an unparalleled shopping experience is extremely important to us at HSN," he said. "With mobile being our fastest growing platform, it is important for us to fully understand how mobile is impacting our other sales channels; how it is being influenced by those other channels; and how the multi-channel HSN consumer is utilizing all of them combined. By employing the same consistent ForeSee measurement across HSN's multiple touch points, we can see how these channels are contributing to one another and allow us to draw 'apples-to-apples' comparisons of the customer experience."

With increased competition in the e-retail space — be it Web or mobile — it remains more important than ever to improve customer satisfaction. HSN does well in that regard and, most recently, ranked high in the 2012 ForeSee E-Retail Top-100 Index this spring. The 35-year-old company scored 81 out of 100 on the ForeSee satisfaction scale where 80 has long been the benchmark of excellence.

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