For Customer Experience Professionals

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	February 27, 2009 Customer Experience Index 2008 Snapshot: Retail Barnes & Noble, Borders, And Amazon Lead Solid Results For Retailers by Bruce D. Temkin with William Chu, Steven Geller

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Executive Summary

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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