RBC Tops Canadian Customer Experience Rankings

In November, we published Forrester’s customer experience rankings of 112 US organizations. The research established a customer experience index (CxPi) based on consumer evaluations across three areas: 1) usefulness; 2) ease of use; and 3) enjoyability. Using feedback from more than 500 Canadian consumers, we recently rated the customer experience of 22 Canadian firms.

Let me start by saying congratulations to the company that received the #1 ranking, the Royal Bank of Canada.

Our findings: RBC, Costco, and Staples came out at the top of the list. But on average, there’s a lot of room for improvement: Only RBC wound up with an “excellent” rating. And 5 firms ended up with “very poor” ratings: Bell Mobility, Bell ExpressVU, TELUS Mobility, Rogers, and Rogers Wireless.

The bottom line: TV and wireless providers dominated the bottom of the list. While these firms might find comfort in their comparable customer experience problems, hopefully (for consumers’ sake) some will see this more as an opportunity to differentiate from the pack.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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