©2010, Feste resech, Ic. repdcti PhibitedJ 11, 2010
The Cste Epeiece Ide, 2010
F Cste Epeiece Pessis
BARNES & NOBLE IS ON TOP AgAIN IN FORRESTER’S CUSTOMER EXPERIENCE INDEX
Executives tell us that customer experience is critical to their competitiveness. Tat makes sensebecause our research shows that good customer experience correlates with customer loyalty. But howeective are their rms at delivering good customer experiences? o answer this question, we createdForrester’s third annual Customer Experience Index. Calculating the CxPi required the ollowing steps:
We asked consumers to identiy companies they do business with . . .
Consumers selectedcompanies they work with in 14 dierent industries (see Figure 1). In all, we collected data on216 dierent North American organizations, but we limited our rankings to the rms or whichwe had at least 100 responses.
. . .
and answer three questions about each organization . . .
Customers want their interactionswith companies to be useul, easy, and enjoyable. o gauge these dimensions, we askedconsumers three questions about the rms they work with (see Figure 2).
. . .
which let us calculate a Customer Experience Index or 133 frms.
o calculate each rm’sCxPi, we subtracted the percentage o its customers who reported a bad experience rom thepercentage who reported a good experience or all three questions. Te overall CxPi is anaverage o those three results.
Barnes & Noble, Marriott Hotels & Resorts, And Hampton Inn/Suites Top The 2010 CxPi
Barnes & Noble, the top perormer in last year’s CxPi, took the top spot in Forrester’s 2010 CxPirankings coming in slightly ahead o Marriott Hotels & Resorts and Hampton Inn/Suites (seeFigure 3).
At the other end o the spectrum, Charter Communications landed at the bottom o therankings or the third consecutive year. Here are some additional insights about the overall results:
Retailers take 12 out o the top 20 spots.
Most o the top-rated companies on the list areretailers. Hotels also grabbed three o the top 20 spots. Interestingly, three nancial servicesrms also cracked the top 20: a credit union, Sunrust Bank, and Te Vanguard Group.
Health insurance plans and Internet and V service providers dominate the bottom.
Tebottom 11 companies on the list came rom only our industries: ve health insurance plans(United Healthcare, Medicaid, Anthem, Aetna, and CIGNA), three Internet service providers(Charter Communications, Comcast, and Qwest Communications), two V service providers(Charter Communications and Comcast), and one credit card provider (HSBC).
Tere was very little excellence.
Only 13 rms ended up with an “excellent” rating, and 35received a “good” rating (see Figure 4). Forty companies ell in the middle with “okay” ratings(see Figure 5). At the bottom o the list, 45 received either a “poor” or “very poor” rating (seeFigure 6).