The Easiest Firms To Work With: Credit Unions And Borders

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:

Top 15 Firms That Are Easy 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)

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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