November 21, 2007

Customer Experience Index Snapshot: Banking

This is the third document in the "Customer Experience Index" series

by Bruce D. Temkin

with Steven Geller, Olga Melnikova

Executive Summary (This is a document excerpt)

Forrester asked nearly 5,000 consumers about their interactions with a variety of companies to gauge the usefulness, usability, and enjoyability of their experiences. Based on these consumer responses, we calculated the Customer Experience Index (CxPi) for 112 firms in nine industries. In this document, we take a closer look at the 14 US banks included in the index. Some of our findings: credit unions led all other banks in the overall rankings, BB&T and Citizens Bank received high grades for usefulness, and most banks did poorly when it came to enjoyability.

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