The Most Useful Firms: Costco And Sam’s Club

In the previous post, I looked at the most enjoyable firms from Forrester’s customer experience rankings of 112 firms across 9 industries: Banks, Credit Card Providers, Health Plans, Insurance Firms, Internet Service Providers, Investment Firms, Retailers, TV Service Providers, Wireless Phone Carriers. In that research, we asked nearly 5,000 consumers how they felt about the companies they work with.

Now let’s look at the organizations that consumers felt were best at meeting their needs:

Top 15 Firms That Meet Consumers’ NeedsTop 15 Firms That Meet Consumers’ NeedsTop 15 Firms That Meet Consumers’ Needs

Not all of the 9 industries were represented in the top 15. Here are the firms that came out on top of other industries (along with their overall ranking):

  • Wireless carriers: Virgin Mobile (16th overall)
  • Investment firms: Vanguard (24th overall)
  • Internet service providers: Bell South (40th overall)
  • Medical insurers: Kaiser (43rd overall)
  • TV service providers: DirecTV (58th overall)

The bottom line: “I have found that all ugly things are made by those who strive to make something beautiful, and that all beautiful things are made by those who strive to make something useful.” (Oscar Wilde)

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.

2 thoughts on “The Most Useful Firms: Costco And Sam’s Club”

  1. Don’t know how you could have DirecTV listed. I have had nothing but horrific experiences with them the past 3 months and when I finally called to cancel after they couldn’t resolve my issues, they pulled out a $400 cancellation fee for the cost of the box that they sent me as a replacement, and specifically told me there would be no fee or committment for sending it to me. How you handle a customer on the way out the door shows how a company is really committed to customer experience, and they have a history of this issue. Its around the whole owned-to-lease clause in their contract they have really stuck it to lots of customers on this over the past several years as the old Tivo boxes have started to fail. They offer to send out a free replacement with no extended committment, but when you call to cancel, they state that its in you original Customer Agreement that if you ever switch from owned to leased equipment, it triggers a 2-year commitment extension (regardless of what you were told on the phone or when you activated the box). That’s why they have had 21,000 complaints to the Better Business Bureau in the past three years ( )

  2. Chris: Sounds like a lousy experience. The rating actually comes from customer survey responses. Even the best companies dissatisfy some customers while even the worst have some happy customers. We have another survey in the field right now, so we’ll see if experiences like yours will drag down DirecTV in the 2009 rankings.

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