For Customer Experience Professionals

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	January 11, 2010 Customer Experience Index 2010: Retail Barnes & Noble Once Again Tops The List Of 25 Retailers by Bruce D. Temkin with William Chu, Rachel Zinser

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Executive Summary

Forrester asked more than 4,600 US consumers about their interactions with a variety of companies, scoring those experiences in three areas: meets needs, easy to work with, and enjoyability. Based on these consumer responses, we calculated Forrester's third annual Customer Experience Index (CxPi) — ranking 133 firms in 14 different industries. In this document, we examined the 25 retailers on the list. Barnes & Noble grabbed the top spot for the second year in a row, while Amazon.com, Kohl's, JCPenney, Macy's, BJ's Wholesale Club, and Costco also received "excellent" ratings. When comparing the results to our last CxPi, we found that Best Buy and Macy's had improved the most. Since a modest improvement in customer experience can generate hundreds of millions of dollars in incremental revenue, retailers should accelerate their journey to Experience-Based Differentiation (EBD) in 2010.

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