3:06 PM Edit Post
Today, I compared Business Week's top companies for customer experience in 2010 (released February 18th) with Forrester's Customer Service Experience Rankings, released on January 28th.
Of course, the methodologies and rigor used in both the studies are really different. Business Week partnered with JD Power, to conduct analysis of 200 firms -- starting with an initial high level survey that yielded "over 1,000 responses." It then used those survey responses to target companies and conduct more specific research using through JD Power's database and audience (an unspecified number of people - I hate that!). Companies are ranked by overall score -- and sorted a number of ways. The Forrester Study covered 92 large companies and 4,600 people were surveyed. Companies are ranked by a "Net Satisfaction Score" (I like this method!) which should not be confused by Net Promoter score.
I loaded the top companies into a spreadsheet, and this is how they stacked against each other:
The results were interesting ... as USAA, Barnes and Noble, Marriott / The Ritz Carlton, Amazon and Southwest Airlines are the only companies shared between lists - but it's interesting that they are consistentlly ranked within 10 points of each other. Furthermore, all of these companies have consistently scored high in CX in past years.
However, Forrester's top leaders (defined as the top 80% net satisfaction score) did not include experience darlings like Apple (scoring only 79%) or American Express (scoring 74%). There was also no mention of Starbucks or the other companies on Business Week's list. I'm also unclear as to why Forrester masked banks, credit unions and insurance agents in their listings. It'd be interesting to compare the companies reviewed alphabetically... but I have client work get to.
So now that I've summarized -- here the links for you!
While I didn't love the lack of crisp description of the methodology Business Week used... but I loved the way they packaged the findings:
- The sortable ranking grid
- The methodology
- The slide show (ooh ahh) (Note each slideshow has an accompanying story on the company)
Forrester's full report is $499....However, here's a link to free preview data from Author Bruce Temkin that includes some additional analysis as well as a list of those who belong in the naughty chair.
- ▼ February (3)
- ► 2009 (19)
- ► 2008 (33)
- ► 2006 (35)
- On Trust & Influence
- Don't be Social Media Sharkbait
- The Social Media Engagement Continuum
- 10 Tips for Twitter Unmarketing
- Five Experience Funamentals
- Experience & Branding: The Three Word Rule
- Get Some Experience Healing!
- Discovering Customer Experience Pitfalls
- Not My Job: The CX Enemy
- Shoe Carnival: Watch Out for Carnies!
- Bathroom Usability
advertising air travel bank experience bathrooms Best Practices branding brick and mortar retail charlene li Community Content Copy writing cottonelle customer centricity customer experience customer experience files Customer Experience Leaders customer experience management customer experience pitfalls customer experience; innovation; Customer Relationship Management customer research CX Defining Customer Experience Management economy Ethics experience best practices experience file experience pitfalls good customer experience Group Think Harassment infrastructure Innovation life marketing marketng motherhood old navy personal Plagiarism Plurk privacy reinvention RESOURCES restaurant experience retail experience security Social Media Social Media Expert social networking starbucks stuck target toilet paper trust agents trust continuum Twitter usability best practices user experience user experience UX Web 2.0 Web Strategy word-of-mouth