RBC Tops Canadian Customer Experience Rankings
February 12, 2008 Leave a comment
In November, we published Forrester’s customer experience rankings of 112 US organizations. The research established a customer experience index (CxPi) based on consumer evaluations across three areas: 1) usefulness; 2) ease of use; and 3) enjoyability. Using feedback from more than 500 Canadian consumers, we recently rated the customer experience of 22 Canadian firms.
Let me start by saying congratulations to the company that received the #1 ranking, the Royal Bank of Canada.
Our findings: RBC, Costco, and Staples came out at the top of the list. But on average, there’s a lot of room for improvement: Only RBC wound up with an “excellent” rating. And 5 firms ended up with “very poor” ratings: Bell Mobility, Bell ExpressVU, TELUS Mobility, Rogers, and Rogers Wireless.
The bottom line: TV and wireless providers dominated the bottom of the list. While these firms might find comfort in their comparable customer experience problems, hopefully (for consumers’ sake) some will see this more as an opportunity to differentiate from the pack.