Last November we introduced Forrester’s Customer Experience Index in the US, with Costco and Borders taking the top 2 spots. Using the same methodology to examine three key elements of customer experience (usefulness, ease of use, and enjoyability), we recently published the The UK Customer Experience Index, 2008.
Based on a survey of nearly 1,200 UK consumers, we ranked 25 firms. Here are some of the details:
- Top five in the rankings:
- Play.com [#1]
- Amazon UK [#2]
- John Lewis [#3]
- ASDA [#4]
- Tesco [#5]
- Bottom five in the rankings:
- British Gas [#25]
- AOL [#24]
- Virgin/NTL Telewest [#23]
- BT Internet/Openworld [#22]
- Vodafone [#21]
- Retailers took the top 8 spots, but here are the leaders in other sectors:
- Banking: Lloyds TSB [#8]
- Mobile: T-Mobile [#17]
- ISP: BT Internet/Openworld [#22]
We’ll be fielding the survey again in the US in a few months, so keep your eyes out for Forrester’s second annual Customer Experience Index later this year.
The bottom line: There’s room for customer experience improvements everywhere.
