February 27, 2009

Customer Experience Index 2008 Snapshot: Retail

Barnes & Noble, Borders, And Amazon Lead Solid Results For Retailers

This is the fourth document in the "Customer Experience Index, 2008" series.

by Bruce D. Temkin

with William Chu, Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked nearly 4,600 consumers about their interactions with a variety of companies, gauging the usefulness, usability, and enjoyability of those experiences. Based on these consumer responses, we calculated the Customer Experience Index (CxPi) for 113 firms in 12 different industries. In this document, we examine the 25 large retailers in the CxPi. Barnes & Noble replaced Costco Wholesale at the top of the rankings, followed by two other booksellers: Borders and Amazon.com. But it wasn't all good news. Office Depot had the largest drop from 2007 and ended up in last place. Electronics retailers Best Buy, Circuit City, and RadioShack wound up tied for the next-to-last spot.

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