January 5, 2009

The US Hispanic Customer Experience Index, 2008

US Hispanics Rate The Customer Experience Of 37 Large US Companies

This is the first document in the "2008 Hispanic Customer Experience Index" series

by Tamara Barber

with Bruce D. Temkin, Elise Godfrey

Executive Summary (This is a document excerpt)

Forrester asked 3,073 online Hispanic adults about their interactions with 37 large US firms in three industries, and we gauged the usefulness, usability, and enjoyability of these interactions. Based on these responses, we calculated the Customer Experience Index (CxPi) of these companies. The results? While many firms on our list may say they value the Hispanic market, most fail to provide good customer experience. Amazon.com, and Barnes & Noble are the exceptions, with the highest CxPi scores; financial services firms have the lowest scores. Given the stiff competition for market share among this demographic, firms need to make customer experience a priority for reaching Hispanics and chart a course toward Experience-Based Differentiation.

Buy Risk-Free

Download and print PDF immediately. Price: US $1749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.