The Customer Experience Index, China 2014

Forrester asked 4,500 online consumers in metro China 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 for 46 firms in four different industries: retailers, airlines, hotels, and banks. Led by Hilton Hotels & Resorts, Shangri-La Hotels and Resorts, Tmall, and China Merchants Bank, Chinese and non-Chinese companies split the top of the rankings. But on average, there's a lot of room for improvement: Only four firms received an "excellent" rating. That's why firms should put customer experience initiatives near the top of their 2014 strategic plans in order to win, serve, and retain their customers.