In previous posts, I looked at two elements of Forrester’s Customer Experience Index: enjoyability and usefulness. We used this index to rank the customer experience delivered by 112 firms across 9 industries. Now let’s look at how organizations were ranked in the final component of that index: ease of use.
Consumers felt that these organization were the easiest to work with:
Not all of the 9 industries were represented in the top 15 above. Here are the firms that came out on the top of other industries (along with their overall ranking):
- Investment firms: Edward Jones (21st overall)
- TV service providers: DirecTV (59th overall)
- Internet service porviders: Earthlink/MindSpring (43rd overall)
- Medical insurers: Kaiser (89th overall)
The bottom line: “Computers shouldn’t be unusable. You don’t need to know how to work a telephone switch to make a phone call, or how to use the Hoover Dam to take a shower, or how to work a nuclear-power plant to turn on the lights.” (Scott McNealy)