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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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