From now on, any brand that scores an 85 or above in our Customer Experience Index (CXi) will receive both a physical award and a badge for its website naming it a “Forrester Customer Experience Index Award Of Excellence” winner for that year. Here’s a sneak peak at what winners will get:
Mockup of the Forrester Customer Experience Index Award Of Excellence
Without further ado, please join me in congratulating the winners of the first annual CXi Award Of Excellence, 2013: Marshalls, USAA (bank), Amazon.com, Kohl’s, Target, Courtyard by Marriott, Sam’s Club, Rite Aid, Costco, Lowe’s, TJ Maxx, JCPenney, and Marriott Hotels & Resorts!
Special congratulations to four of these brands — USAA (bank), Amazon, Kohl’s, and Costco. They were on the list of “excellent” brands in our 2012 CXi, too. It’s not easy keeping up with changing customer demands, so kudos to them for maintaining their leadership positions.
The 2013 CXi is based on research we did in Q4 2012. It reflects how consumers perceived their experiences with 154 brands across 14 industries. If you’re not familiar with the methodology, or just want a refresher, check out “Executive Q&A: Forrester’s Customer Experience Index, 2013.” We put all the nitty-gritty details in there.
But what about the big picture? Of course, there are winners and losers (we name them in the report.) There is a tale of two banks — one whose score jumped up by 11 points versus last year, and another whose score plummeted by 24 points.
Through it all, though, one common theme leapt out:
In 2013, it’s all about value.
Many of the top brands this year, including high-scorer Marshalls, deliver solid customer experience at a manageable price. We saw this dynamic in the hotel space, where Marriott’s Courtyard brand beat out all other hotel brands. And we saw it in the airline industry, where perennial favorites Southwest Airlines and JetBlue Airways once again swept the competition with their combination of great experience at a great price.