Play.com Tops UK Customer Experience Index

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.

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.

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