Toeing the online

Prepared Foods, April, 2004

In its recent analysis of corporate performance from an online customer's perspective. The Customer Respect Group (Bellevue, Wash.) rated 64 food, beverage and tobacco firms ranking among the country's 1,000 largest companies. On the food & beverage list, Land O'Lakes (Minneapolis) garnered the top spot, followed by Campbell Soup Co. (Camden. N.J.) and Smithfield Foods (Smithfield, Va.).

The study attempts to objectively measure corporate performance from the online customer's perspective by rating each company on a scale of 0 to 10 (10 being highest) across a series of categories. Rated categories include:

* Simplicity--ease of website navigation

* Privacy--a respect of the user's privacy

* Attitude--the customer focus of the site

* Transparency--open and honest policies

* Responsiveness--quick and thorough responses to inquiries

* Principles--value and respect for the customer's data

Results were tabulated based on interviews with a representative sample of the adult Internet population, as well as analyses of more than 1,000 websites across a spectrum of industries. Combined, the results measured a company's over-all Customer Respect Index (CRI).

Of the companies reviewed, 28% included no privacy policy on their websites, while the firms overall scored poorly on responsiveness, tallying a 4.7. Furthermore, some 30% of companies contacted did not reply to any of the inquiries submitted, while another 26% responded to only half of inquiries. Of those that replied with an autoresponse reply acknowledging the inquiry, 48% never replied or replied to half of the inquiries.

"Just as companies in the food and beverage industry provide customers with a list of ingredients in their products and detailed nutritional information, they should clearly outline their privacy practices" said Roger Fairchild, president of The Customer Respect Group. "Beyond this, surveyed companies should look at other troubling online areas, particularly responsiveness. Simply put, all customers deserve a full reply to their queries and concerns, not just those that phone in or inquire in person."

On the Line

Best 10 and worst five results of corporate performance
from an online customer's perspective

Food, Beverage & Tobacco Firm       Overall CRI *

Land O'Lakes                             9.2
Campbell Soup                            8.7
Smithfield Foods                         8.7
Outback Steakhouse                       8.7
Kraft Foods                              8.5
Anheuser-Busch Companies                 8.4
General Mills                            8.2
Carl's Jr.                               8.2
Dreyer's Grand Ice Cream                 7.9
Cracker Barrel Old Country Store         7.9
Universal Corp.                          2.6
Ralcorp Holdings                         2.6
Sysco Corp.                              2.6
Seaboard Corp.                           2.1
Nash Finch Co.                           2.1

Source: Winter 2004 Online Customer Respect Study

* Customer Respect Index

For more information about the study, visit www.customerrespect.com or phone 425-454-4151.