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For Customer Experience Professionals

Customer Experience Index 2010: Retail

Barnes & Noble Once Again Tops The List Of 25 Retailers

January 11, 2010


  • By Bruce D. Temkin
  • with William Chu,
  • Rachel Zinser

Why Read This Report

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, 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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