Forrester's 2010 Customer Experience Index

This is our third year publishing the Customer Experience Index (CxPi). The 2007 CxPi and the 2008 CxPi rankings were published in Q4. We decided to publish this year's CxPi in Q1 2010, so we don't have a 2009 CxPi.

The 2010 CxPi ranks 133 organizations across 14 industries: Airlines, Banks, Credit Card Providers, Health Plans, Hotels, Insurance Firms, Internet Service Providers, Investment Firms, Parcel Shipping Services (new this year), PC Manufacturers, Retailers, TV Service Providers, Utilities (new this year), and Wireless Carriers.

Barnes & Noble took the top spot for the second year in a row. Marriot Hotels, Hampton Inn,, and Holiday Inn Express round out the top 5. At the other end of the spectrum, Charter Communications landed at the bottom for the third year in a row. Here are the full rankings:

2010 CxPi Rankings


re: Forrester's 2010 Customer Experience Index

While this is good news for the publishing industry--people aren't ready to give up their bookstores just yet--it's a mixed blessing.

Independent bookstores' selling point is that they know their customers better than the warehouse bookstores and can "handsell" books. The Forrester Research survey makes it clear that customers appear to be just fine with the experience that they receive in-store at the chains. Customers are happier with's virtual environment than they are with the personal attention to service that a company like Southwest Airlines (tied for 27th).

We already know that local bookstores can't compete with the chain stores on price. If they can't compete on customer experience, what is left?