The Most Enjoyable Firms: Borders And Old Navy

I recently ranked the customer experience of 112 US firms across 9 different industries using Forrester’s Customer Experience Index (CxPi). The methodology incorporates consumer feedback in three areas: usefulness, ease of use, and enjoyability. While Costco and Borders came out on the top of the CxPi rankings, many people have asked about the sub-category leaders. I’ll start by looking at the firms that consumers feel are the most enjoyable:

15 Most Enjoyable Firms

Most of these firms are retailers, so not all of the 9 industries were represented in the top 15. Here are the leaders from other industries (along with their overall ranking):

  • Insurers: State Farm (22nd overall)
  • Wireless carriers: Virgin Mobile (36th overall)
  • Credit card issuers: Juniper Bank and American Express (tied for 38th overall)
  • Internet service providers: Bell South (42nd overall)
  • TV service providers: DirecTV (45th overall)
  • Medical insurers: Kaiser (81st overall)

The bottom line: “He who enjoys doing and enjoys what he has done is happy.” (Johann Wolfgang Von Goethe)

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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