CONSUMER EXPERIENCE MATTERS

By Bobby Riley | February 1st, 2010

consumerexperience-01

In the spirit of academia this Monday over looking the Yard of Harvard, I wanted to share some information from our friends over at Forester Research group here in Cambridge, MA.  It’s data from the  Forester’s 2010 Customer Experience Index.  The study has been helpful in giving us some perspective over the past several years towards our brand building innitiatives, which we thought you may also enjoy.

The study ranks 133 organizations across 14 industries: Airlines, Banks, Credit Card Providers, Health Plans, Hotels, Insurance Firms, Internet Service Providers, Investment Firms, Parcel Shipping Services, PC Manufacturers, Retailers, TV Service Providers, Utilities, and Wireless Carriers.

It is based on consumer evaluations during November 2009 across three areas: 1) meeting needs; 2) being easy to work with; and 3) enjoyability.  Some key tenants to designing great consumer expereinces to say the least.

Pardon the blurry list.

2010-cxpi-rankings

Barnes & Noble took the top spot for the second year in a row.  Something noteworthy is Retailers take 12 out of the top 20 spots.  Is there something we can learn here?  Most of the top rated companies on the list are retailers. Hotels also grabbed three of the top 20 spots.  Because of their consierrge level of service?  I also attached a report below that spans across all industries, which illustrates the success retailers are having in creating experience. The data aactually rings true for us at Soldier.  Some of the most effective, powerful, lasting and lucrative brand innitiatives that Soldier has been apart of has involved creating expereince at retail.  I am sure this data will fuel many more discussions on the blog as I know it will in the walls here at Soldier.  Methodology for the study below, if interested.

2010-cxpi-industry-scores

This analysis was based on responses from 4,653 US consumers during November 2009. The Customer Experience Index was calculated as an average of the indices that came from consumer responses to the following three questions from an online survey:

1. Thinking about your recent interactions with these firms, how effective were they at meeting your needs? (“Meeting Needs” rating)

2. Thinking about your recent interactions with these firms, how easy was it to work with these firms? (“Being Easy To Work With” rating)

3. Thinking about your recent interactions with these firms, how enjoyable were the interactions? (“Enjoyability” rating)

Consumers selected responses along a five-point scale – ranging from a very negative experience (1) to a very positive one (5). The individual indexes were calculated by taking the percentage of consumers who selected one of the top two boxes (4 or 5) and subtracting the percentage of consumers who selected the bottom two boxes (1 or 2).

In order to limit consumer feedback to organizations that consumers are familiar with, we only asked consumers about organizations that they’ve interacted with during the previous 90 days.

While we received feedback on many firms, the CxPi  only includes the 133 organizations that had at least 100 consumer responses.

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