Barnes & Noble Tops Retail Customer Experience List

As a part of my effort to examine the industry results from Forrester’s Customer Experience Index (CxPi), I recently published a research report called Customer Experience Index 2008 Snapshot: Retail analyzing the 25 retailers in the rankings. Here are some of the findings:

  • Retailers did well. As a group, the retailers received a “good” rating of 81% and ended up taking 9 of the 10 top spots in the overall rankings. The industy had the second highest increase from last year’s rankings (behind only banks).
  • Books lead. Barnes & Noble replaced Costco at the top of the 2008 CxPi rankings, and the next two retailers near the top of the rankings were also booksellers: Borders and Amazon.com.
  • Electronics lag. The electronics retailers Best Buy, Circuit City, and Radio Shack ended up tied for next to last place in the retail list.
  • Depots disappoint. In many cases, retailers in the same sectors ended up with very similar CxPi scores. But there were a couple of notable exceptions: Staples ended up 9% higher than Office Depot, and Lowe’s ended up 5% higher than The Home Depot.
  • Barnes & Noble and Office Depot lead opposite trajectories. Comparing results from last year, Barnes & Noble showed the largest improvement while Office Depot had the largest decline.

The bottom line: Retailers are good, but could be much better.

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 (CXPA.org), 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: www.linkedin.com/in/brucetemkin

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