Trends Report

The US Hispanic Customer Experience Index, 2008

US Hispanics Rate The Customer Experience Of 37 Large US Companies

January 5th, 2009
With contributors:
Bruce Temkin , Elise Godfrey

Summary

Forrester asked 3,073 online Hispanic adults about their interactions with 37 large US firms in three industries, and we gauged the usefulness, usability, and enjoyability of these interactions. Based on these responses, we calculated the Customer Experience Index (CxPi) of these companies. The results? While many firms on our list may say they value the Hispanic market, most fail to provide good customer experience. Amazon.com, and Barnes & Noble are the exceptions, with the highest CxPi scores; financial services firms have the lowest scores. Given the stiff competition for market share among this demographic, firms need to make customer experience a priority for reaching Hispanics and chart a course toward Experience-Based Differentiation.

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