Here Comes The 2008 Customer Experience Rankings

I just got data back from the consumer survey that will drive Forrester’s second annual customer experience index (CxPi). We’ll be ranking firms across these 12 industries:

  • Retailers
  • Insurance Providers
  • Banks
  • Investment Firms
  • Credit Card Providers
  • Wireless Service Providers
  • Internet Service Providers
  • TV Service Providers
  • Medical Insurers
  • Hotels [new on 2008]
  • Airlines [new on 2008]
  • PC Manufacturers [new on 2008]

I’ve started the analysis and it looks like we’ll have about 114 companies in this year’s CxPi. Here are some of the questions that I’ll answer in a report which should “go live” in late November or early December:

  • Which companies came out on top of the rankings?
  • Which companies dropped to the bottom?
  • Which firms are easiest to do business with? Which are the most difficult?
  • Which are the most enjoyable firms? Which are the least enjoyable?
  • How does customer experience differ across industries?
  • Which firms and industries have improved the most since last year?
  • Which firms and industries have gotten worse?

FYI, I can already tell that the results will surprise many people.

The bottom line: Keep your eyes open for the 2008 CxPi

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:

4 thoughts on “Here Comes The 2008 Customer Experience Rankings”

  1. My money is on the Banks and financial services declining big time. Anyway it will be interesting to see. Is there anywhere where we could see the criteria that is used?

    Colin Shaw
    Beyond Philosophy

  2. Colin: The Customer Experience Index (CxPi) is based on consumers’ responses to three questions about their recent interactions with companies: 1) Did the company meet their needs? 2) Was the company easy to work with? 3) Were the interactions enjoyable? I go into more detail in the post: Forrester’s 2007 Customer Experience Rankings. And, I said said, the results will be surprising to many people. Thanks for the comment!

  3. Alisha: Apple was not in the 2007 rankings because we did not look at electronics firms or computer manufacturers, but we are looking at PC manufactturers this year, so Apple is in the 2008 rankings. AFLAC was actually in the survey, but we didn’t get enough responses to include the company in our rankings. Unfortunately, that’s true again this year, so AFLAC won’t be in the 2008 rankings either.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.