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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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.

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