Barnes & Noble Leads Retailers In Customer Experience

My research plan for Forrester’s 2010 Customer Experience Index (CxPi) includes an analysis of all 14 industries in the rankings. I recently published the retail analysis which examines the 25 retailers (out of 133 total companies) in the CxPi. Here are the overall results: 

As a group, the retailers did quite well; grabbing 12 out of the top 20 spots in the rankings. Retailers also showed a modest improvement over the 2008 CxPi. Here are some insights from looking at the retail results:

  • The best retail customer experience. At the top of the list, 7 retailers ended up with “excellent” ratings: Barnes & Noble, Amazon.com, Kohl’s, JCPenney, Macy’s, BJs Wholesale Club, and Costco Wholesale.
  • The worst retail customer experience. At the bottom of the list, 2 retailers ended up with “okay” ratings: Office Depot and Marshalls.
  • Best Buy & Macy’s got better. When we compared the 2010 results with those of the 2008 CxPi, we found that nine retailers improved. Best Buy and Macy’s made the largest gains. Going in the other direction, Toys “R” Us, Old Navy, Borders, and Staples had the largest declines.
  • Wal-Mart and  Office Depot aren’t enjoyable. The CxPi contains three underlying components: 1) meeting needs, 2) being easy to work with, and 3) enjoyability. There were only 2 ratings that fell below “okay” in any of those three areas: Both Wal-Mart and Office Depot received “poor” ratings for “enjoyability.”
  • iTunes is most difficult to work with. 24 of the retailers received “good” or “excellent” ratings in the second area, being easy to work with. The lone exception: Apple iTunes received only an “okay” rating.

The bottom line: Retailers are good, but not great in customer experience

Barnes & Noble Tops Retail Customer Experience List

As a part of my effort to examine the industry results from Forrester’s Customer Experience Index (CxPi), I recently published a research report called Customer Experience Index 2008 Snapshot: Retail analyzing the 25 retailers in the rankings. Here are some of the findings:

  • Retailers did well. As a group, the retailers received a “good” rating of 81% and ended up taking 9 of the 10 top spots in the overall rankings. The industy had the second highest increase from last year’s rankings (behind only banks).
  • Books lead. Barnes & Noble replaced Costco at the top of the 2008 CxPi rankings, and the next two retailers near the top of the rankings were also booksellers: Borders and Amazon.com.
  • Electronics lag. The electronics retailers Best Buy, Circuit City, and Radio Shack ended up tied for next to last place in the retail list.
  • Depots disappoint. In many cases, retailers in the same sectors ended up with very similar CxPi scores. But there were a couple of notable exceptions: Staples ended up 9% higher than Office Depot, and Lowe’s ended up 5% higher than The Home Depot.
  • Barnes & Noble and Office Depot lead opposite trajectories. Comparing results from last year, Barnes & Noble showed the largest improvement while Office Depot had the largest decline.

The bottom line: Retailers are good, but could be much better.

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