Professional Documents
Culture Documents
by Rick Parrish
June 19, 2018
forrester.com
For Customer Experience Professionals
by Rick Parrish
with Harley Manning, Roxana Strohmenger, William Willsea, Meredith McCreight, Ben
Salamin, and Rachel Birrell
June 19, 2018
32 Torpor At The Top Means There Are No Real The Five Essential Steps To Plan Your CX
CX Leaders Transformation
Without Real Leaders, Only Four Types Of Gauge Your CX Management Maturity
Brands Remain
›› Gains and losses at the brand level were a wash. About the same number of brands rose as
fell: Of the 287 brands in the CX Index, 37 had statistically significant score increases while 40
had statistically significant score decreases. What’s more, brands that rose gained an average
of just over 4 points, while brands that fell lost an average of just under 4 points. Twelve brands
gained 5 or more points, and nine brands lost 5 or more points. This is a better performance than
in 2017, when half as many brands improved as declined and the average gain was smaller than
the average loss. However, this year’s results are weaker than 2016’s, when over five times as many
brands rose as sank and the average gain was larger than the average loss.
›› The number of good and poor scores dipped, while the number of OK scores rose. The
percentage of brands in the good category diminished from 16% to 15% as the quality of some
brands’ CX fell (see Figure 21).2 Similarly, the percentage of brands at the poor level shrank from
23% to 21% as the quality of their CX rose. As a result, the percentage of brands in the OK
category swelled from 59% to 62%. With more than three-fifths of brands clustered in the middle,
there’s a greater opportunity for firms to gain a competitive advantage by moving up to the good
and excellent categories.
›› Four industry averages fell, and three climbed. The average score in the direct brokerage,
multichannel brokerage, internet service provider (ISP), and digital retailer industries dipped (see
Figure 22). Meanwhile, the bar for the auto/home insurer, luxury auto manufacturer, and mass-
market auto manufacturer industries inched up.3 That’s better than in 2017, when three industry
averages fell and none rose. The result of this year’s changes? The luxury automobile manufacturer
industry rose from 6th to 2nd place, knocking the digital retailer industry down from 2nd to 5th.
Also, the auto/home insurance industry landed in 6th, up from 10th, and the mass-market auto
manufacturer industry moved up to 7th from 13th. Meanwhile, the multichannel brokerage industry
fell from 5th to 9th, and the direct brokerage industry dropped from 8th to 11th. The ISP industry
cemented its last-place position with an even lower score than in 2017.
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5
Effectiveness Retention
The experience Likelihood of
delivers value keeping existing
6 to customers. business.
7 Ease Enrichment
It’s not difficult CX INDEX Likelihood of buying
to get value from SCORE additional products
the experience. and services.
8
Emotion Advocacy
Customers feel Likelihood of
good about recommending
their experience. to others.
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Airlines
1 1 JetBlue Airways
2 2 Southwest Airlines
3 5 Alaska Air
4 3 Hawaiian Airlines
5 9 Allegiant Air
7 6 Air Canada
8 8 American Airlines
9 10 United Airlines
10 11 Frontier Airlines
11 12 Spirit Airlines
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Auto/home insurers
1 1 USAA
2 9 Erie Insurance
3 2 The Hartford
5 10 Travelers Insurance
7 6 MetLife
9 5 Geico
10 11 Allstate
11 12 Safeco Insurance
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Auto/home insurers
12 8 Farmers Insurance
13 14 Liberty Mutual
14 7 Progressive
15 18 Auto-Owners Insurance
16 13 AAA
17 17 Esurance
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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1 1 Lexus
2 2 Mercedes-Benz
3 3 Infiniti
4 6 Cadillac
5 7 Audi
6 4 BMW
7 5 Acura
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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1 1 Subaru
2 13 Buick
3 9 Mazda
4 11 Ford Motor
5 5 Kia Motors
6 3 Honda
7 8 Chevrolet
8 7 GMC
9 2 Toyota
10 4 Hyundai
11 6 Jeep
12 14 Dodge
13 12 Volkswagen
14 10 Nissan
15 15 Chrysler
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Banks (direct)
1 1 USAA
2 5 Ally Bank
6 3 Discover Bank
9 8 Synchrony Bank
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Banks (multichannel)
3 2 Regions Bank
4 4 PNC Bank
5 6 SunTrust Banks
6 11 Citizens Bank
7 5 TD Bank
8 3 BB&T
9 9 Chase
10 13 M&T Bank
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Banks (multichannel)
11 7 U.S. Bank
14 16 Wells Fargo
15 12 KeyBank
16 15 Citibank
17 17 Bank of America
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Brokerages (direct)
1 1 USAA
2 4 Charles Schwab
4 7 Fidelity Investments
5 6 State Farm
6 10 Merrill Edge
8 9 E-Trade
9 5 TD Ameritrade
12 11 Firstrade
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Brokerages (multichannel)
1 1 Edward Jones
2 5 Ameriprise Financial
3 8 JPMorgan Chase
5 3 T. Rowe Price
8 10 PNC Investments
9 6 U.S. Bank
11 4 AXA Advisors
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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1 1 USAA
2 2 Discover
4 5 U.S. Bank
5 3 SunTrust Banks
6 7 American Express
7 10 Barclaycard
8 6 Capital One
9 8 Chase
10 11 Wells Fargo
11 14 Bank of America
12 13 Citi
13 9 Citizens Bank
14 15 Synchrony Financial
15 12 HSBC
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Federal government
3 3 Tricare
5 4 Medicare
8 10 Medicaid
14 14 Healthcare.gov
15 15 USAJobs.gov
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Health insurers
2 2 Humana
6 5 Florida Blue
10 6 UnitedHealthcare
13 13 Cigna
14 4 Health Net
17 15 Aetna
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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How Brands Build Loyalty With The Quality Of Their Experience
Hotels
6 8 W Hotels
7 12 Hyatt Place
14 9 Hyatt Regency
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Hotels
16 20 Courtyard by Marriott
17 18 Grand Hyatt
23 25 Comfort Inn
24 31 Best Western
25 19 Radisson Hotels
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Hotels
26 27 Crowne Plaza
27 29 Clarion Hotels
28 22 Holiday Inn
29 28 Ramada Worldwide
31 33 Days Inn
32 32 Super 8
33 30 Travelodge
34 34 Econo Lodge
35 35 Motel 6
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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1 3 Verizon Fios
3 8 AT&T U-verse
4 7 AOL
5 6 Cablevision Optimum
6 9 Cox Communications
7 10 Windstream Communications
8 N/A Spectrum
9 1 Suddenlink Communications
10 13 Xfinity by Comcast
11 12 CenturyLink
12 14 Frontier Communications
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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How Brands Build Loyalty With The Quality Of Their Experience
OTT providers
1 1 Netflix
2 3 Hulu
3 2 Showtime
4 4 HBO Now
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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How Brands Build Loyalty With The Quality Of Their Experience
Rental cars
1 2 Enterprise Rent-A-Car
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Retailers (digital)
2 2 QVC
3 3 Zappos.com
4 1 Etsy
5 5 Newegg
6 4 Wayfair
7 12 Amazon
8 11 Overstock
9 7 eBay
10 8 Rue La La
11 13 Gilt
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Retailers (multichannel)
2 7 Costco Wholesale
3 4 Neiman Marcus
4 5 Hobby Lobby
6 N/A Sephora
8 1 PetSmart
9 2 Nordstrom
10 10 IKEA
11 11 Walgreens
12 13 Sam’s Club
14 12 Petco
15 N/A Aldi
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Retailers (multichannel)
16 22 Kohl’s
17 9 Michaels
18 N/A Kroger
19 14 Lowe’s
20 N/A Ulta
22 16 Best Buy
23 29 Macy’s
24 32 T.J.Maxx
25 21 CVS
26 N/A Save-A-Lot
27 20 J.C. Penney
28 28 Gap
29 24 Target
30 26 Staples
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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Retailers (multichannel)
31 18 Rite Aid
32 23 Old Navy
34 27 Marshalls
36 33 Office Depot
37 N/A Albertsons
38 N/A Safeway
39 34 Sears
40 35 Walmart
41 30 H&M
42 36 Kmart
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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TV service providers
1 2 Dish Network
2 6 DirecTV
3 3 Verizon Fios
4 N/A Spectrum
5 9 AT&T U-verse
6 4 Cablevision Optimum
7 8 Cox Communications
8 1 Suddenlink Communications
9 12 Xfinity by Comcast
10 10 CenturyLink
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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1 2 MetroPCS Communications
2 1 Cricket Wireless
3 3 Boost Mobile
4 5 Straight Talk
5 8 TracFone Wireless
6 4 Virgin Mobile
7 6 US Cellular
8 7 T-Mobile
9 9 Verizon Wireless
10 10 AT&T Mobility
11 11 Sprint
Very poor (0-54) Poor (55-64) OK (65-74) Good (75-84) Excellent (85-100)
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How Brands Build Loyalty With The Quality Of Their Experience
2017 62%
59%
2018
23% 21%
16% 15%
2% 2% 0% 0%
Very poor Poor OK Good Excellent
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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Banks (multichannel)
Banks (direct)
Retailers (digital)
Auto/home insurers
Brokerages (multichannel)
OTT providers
Brokerages (direct)
Retailers (multichannel)
Hotels
Rental cars
Health insurers
Airlines
TV service providers
Federal government
0 10 20 30 40 50 60 70 80 90 100
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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The US Customer Experience Index, 2018
How Brands Build Loyalty With The Quality Of Their Experience
Banks (multichannel)
Banks (direct)
Retailers (digital)
Auto/home insurers
Brokerages (multichannel)
OTT providers
Brokerages (direct)
Retailers (multichannel)
Hotels
Rental cars
Health insurers
Airlines
TV service providers
Federal government
0 10 20 30 40 50 60 70 80 90 100
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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How Brands Build Loyalty With The Quality Of Their Experience
›› Elite brands’ scores remained static. We refer to the top 5% of brands across all industries in
the CX Index as the “elite brands” (see Figure 23). Of the 15 elite brands that were in the CX Index
last year, 12 showed no statistically significant score change.4 In fact, of the 11 elites that were
repeats from 2017, only USAA’s direct banking business displayed any change — a small drop
that reverses a gain it made last year. Additionally, three of the five new elite brands had no score
change and achieved their status only because some of 2017’s elites dropped out, leaving room for
new entrants.5 Only Huntington National Bank rose into its slot, thanks to a modest point gain that
nearly erased last year’s decline.
›› Most industry frontrunners were repeats; all were stagnant. Thirteen of 19 industry frontrunners
were repeats from 2017 (see Figure 24). In three of the six industries with new top brands —
the digital retail, wireless service provider, and rental car industries — neither the old nor new
frontrunners showed statistically significant score changes. The new top brands in these industries
earned their spots due only to tiny score variations, not any real change in CX quality. The new top
brands in the ISP and TV service provider industries were stagnant, too. They achieved frontrunner
status because the 2017 leader — which was Suddenlink Communications in both industries —
suffered larger-than-average declines. Last year’s frontrunner in the multichannel retail industry,
PetSmart, also remained stable: It lost its first-place status because Trader Joe’s debuted in our
study with a higher score and then dropped several more places due to small changes in other
brands’ scores — all but one statistically insignificant.
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How Brands Build Loyalty With The Quality Of Their Experience
Overall Industry
rank Brands Industry rank
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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How Brands Build Loyalty With The Quality Of Their Experience
FIGURE 24 The Highest-Scoring Brands By Industry In Forrester’s US CX Index, 2017 And 2018
Banks (multichannel) Navy Federal Credit Union Navy Federal Credit Union
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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In the absence of real leaders that rise to the top of the pack and continue to improve, there are only
four types of brands (see Figure 25).
›› Languishers: brands that rose high and then stalled. These relatively high-scoring brands have
remained stuck, without a statistically significant score change, for at least two years. Overall, 10%
of brands in the entire US CX Index are languishers — as are 10 of the 16 CX Index elite brands
and 10 of the 19 industry frontrunners. A full 45% of wireless service providers are languishers,
giving that industry the highest percentage of brands in this category.
›› Lapsers: brands that rose and then fell back. Lapsers’ CX Index performance has declined for
one or two years. Across the entire US CX Index, 20% of brands are lapsers — among them are
two elite brands and two industry frontrunners. Among digital retailers, 45% of brands are lapsers,
making that the industry with the highest percentage of lapsers.
›› Locksteppers: brands that move up and down with the pack. Even when these brands improve,
they fail to differentiate themselves because the quality of their CX remains roughly on par with that
of their competitors. A full 48% of CX Index brands are locksteppers, including three elite brands,
four industry frontrunners, and all six over-the-top (OTT) service providers. And a huge 93% of
mass-market auto manufacturers are locksteppers, giving this industry the least differentiation
among brands outside the OTT service provider industry.
›› Laggards: brands that have stayed at or near the bottom. Although some laggards have
improved the quality of their CX, their scores remain consistently at the low end of the rankings.
Overall, 23% of CX Index brands, two industry frontrunners, and 80% of brands in the TV service
provider industry are laggards.
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How Brands Build Loyalty With The Quality Of Their Experience
PERCENT
OF BRANDS:
Languishers
These relatively high-scoring brands
10% have remained stuck, without a
statistically significant score
change, for at least two years.
Lapsers
These brands’ CX Index
20% performance has declined for
one or two years.
Locksteppers
The quality of these brands’ CX
48% remains roughly on par with that
of their competitors.
Laggards
These brands’ CX Index scores
23% remain consistently at the low
end of the rankings.
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Note: Percentages do not total 100 because of rounding.
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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How Brands Build Loyalty With The Quality Of Their Experience
We uncovered which emotions boost loyalty most powerfully and which do the most harm to customer
retention, willingness to increase their spending with a brand, and willingness to recommend a brand
(see Figure 26).
›› Six emotions boost loyalty the most. Contrary to conventional wisdom, making customers happy
is not the single best way to achieve loyalty. In fact, happiness is only one of the six emotions that
most often appear among the top three that are most important in any industry we studied. The
other five are appreciated, confident, grateful, respected, and valued. The impact of these emotions
is clear and strong. For example, in the digital retail industry, among customers who felt valued,
92% plan to stay with the brand, 88% plan to increase spending with the brand, and 91% will
advocate for the brand. This matters to the bottom line because a 1-point improvement in its CX
Index score can lead to an incremental $244 million in revenue for a big-box retailer.6
Base: 110,828 US online consumers (18+) who interacted with a specific brand within the past 12 months
Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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›› Understand the drivers of great CX for your brand with CX Index data. Forrester collects CX
Index data from over 200,000 consumers on almost 600 brands in 20 industries across seven
markets: Australia, Canada, France, India, Singapore, the UK, and the US. Underlying data behind
the CX Index can help brands identify the key drivers of a great CX for their customers. This allows
you to focus on improving the aspects of experiences that matter most for driving revenue and
avoid wasting time and money on those that don’t move the needle.
›› Prove the ROI of CX transformation. To get the benefits of improved CX, companies need
to invest in areas like training, technology, and professional services. Do the benefits of CX
transformation outweigh the costs and result in a positive ROI? And how can you determine that for
your company? Forrester analysts working in concert with our Total Economic Impact (TEI™) group
can calculate the benefits, costs, and ROI of an enterprisewide CX transformation. You can use the
resulting ROI model to fuel a winning business case for CX transformation.
›› Partner with us to develop breakaway CX. Work with Forrester’s experts to create your
customized road map to CX that drives top-line growth. We tailor our data, frameworks, and best-
practice research to accelerate your success.
To learn more about how Forrester can help, contact your account manager or email us at forrestercx@
forrester.com.
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For Customer Experience Professionals June 19, 2018
The US Customer Experience Index, 2018
How Brands Build Loyalty With The Quality Of Their Experience
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Supplemental Material
Survey Methodology
Forrester conducted an online survey fielded in February through May 2018 of 110,828 US individuals
ages 18 to 88. For results based on a randomly chosen sample of this size (N = 110,828), there is 95%
confidence that the results have a statistical precision of plus or minus 0.01% of what they would
be if the entire population of US adults who are online weekly or more often had been surveyed. The
final data set was stacked by brand (287 US brands) and weighted by age, gender, region, income,
and broadband adoption to represent 215,540 weighted respondents answering for all brands.
(Note: Weighted sample sizes can be different from the actual number of respondents to account for
individuals generally underrepresented in online panels.) Please note that respondents who participate
in online surveys generally have more experience with the internet and feel more comfortable
transacting online.
© 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 39
Citations@forrester.com or +1 866-367-7378
For Customer Experience Professionals June 19, 2018
The US Customer Experience Index, 2018
How Brands Build Loyalty With The Quality Of Their Experience
Bases: For each industry in 2018, the number of US online adults (18+) who interacted with a specific
brand within the past 12 months is as follows: airlines: 8,450; auto and home insurers: 14,046; auto
manufacturers (luxury): 5,493; auto manufacturers (mass market): 10,824; banks (direct): 7,421;
banks (multichannel): 13,229; brokerages (direct): 9,088; brokerages (multichannel): 8,215; credit card
issuers: 11,155; federal government agencies: 11,649; health insurers: 12,696; hotels: 26,218; internet
service providers: 8,995; OTT providers: 4,605; rental cars: 7,701; retailers (digital): 8,148; retailers
(multichannel): 31,620; TV service providers: 7,529; wireless service providers: 8,457.
For the Forrester Analytics Customer Experience Index Online Survey, US Consumers 2017, Forrester
conducted an online survey fielded in February through May 2017 of 118,992 US individuals ages 18 to
88. For results based on a randomly chosen sample of this size (N = 118,992), there is 95% confidence
that the results have a statistical precision of plus or minus 0.01% of what they would be if the entire
population of US adults who are online weekly or more often had been surveyed. The final data set
was stacked by brand (314 US brands) and weighted by age, gender, region, income, and broadband
adoption to represent 234,889 weighted respondents answering for all brands.
Bases: For each industry in 2017, the number of US online adults (18+) who interacted with a
specific brand within the past 12 months is as follows: airlines: 9,123; auto and home insurance
providers: 14,097; auto manufacturers: 16,118; credit card providers: 11,137; digital-only retailers:
10,275; direct banks: 7,367; direct or discount brokerages: 8,786; full-service investment firms:
7,915; health insurance providers: 12,598; hotels: 25,860; internet service providers: 10,439; mobile
device manufacturers: 9,167; OTT providers: 4,529; parcel shipping/delivery providers: 2,394; PC
manufacturers: 7,757; rental car providers: 7,396; traditional retail banks: 13,345; traditional retailers
(stores and digital): 27,236; TV service providers: 9,014; US federal government agencies: 11,665;
wireless service providers: 8,673.
(Note: Weighted sample sizes can be different from the actual number of respondents to account for
individuals generally underrepresented in online panels.) Please note that respondents who participate
in online surveys generally have more experience with the internet and feel more comfortable
transacting online.
Forrester’s CX Index helps companies do three things. It: 1) arms you with a deep and actionable
understanding of the quality of your customer experience; 2) provides competitive benchmark
data so you know how you stack up against your peers; and 3) enables the ability to model which
improvements will have the biggest impact on revenue and other key business metrics.
Forrester collects CX Index data on almost 600 brands in 20 industries across seven key markets
(Australia, Canada, France, India, Singapore, the UK, and the US). If you wish to find out more
regarding Forrester’s CX Index data and services or how you can leverage the methodology, please
contact your account manager or email data@forrester.com.
© 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 40
Citations@forrester.com or +1 866-367-7378
For Customer Experience Professionals June 19, 2018
The US Customer Experience Index, 2018
How Brands Build Loyalty With The Quality Of Their Experience
External citations, unauthorized reproduction, and distribution of any parts of this report are prohibited
without prior written consent from Forrester.
Endnotes
See the Forrester report “Improving CX Through Business Discipline Drives Growth.”
1
In 2018, we added and removed some brands from our rankings. The net result of these changes was four additional
2
brands in the OK category and one additional brand in the good category. This contributed to, but does not fully
explain, the shift toward the middle, which was primarily caused by score changes.
In 2018, we divided the automotive industry into luxury auto and mass-market auto, turning it into two industries to
3
better reflect their competitive dynamics. We also dropped the PC manufacturer and parcel shipping/delivery provider
industries. In order to get a true year-over-year comparison between the 2017 and 2018 industry rankings, we cut the
2017 automotive data into the current two groupings, eliminated the dropped industries, and created a new (albeit
retroactive) order for 2017.
One of the new elite brands, Trader Joe’s, is new to the CX Index for 2018.
4
The brands that held elite status in 2017 but lost it this year are Homewood Suites By Hilton, Regions Bank, Etsy, The
5
Hartford, BB&T, and The Vanguard Group. However, only BB&T saw a statistically significant point loss.
Forrester used data from its CX Index methodology to model how changes in customer experience affect revenue
6
potential for 13 industries. The models take into account industry-specific dynamics like barriers to switching and
recommendation effectiveness. See the Forrester report “The ROI Of CX Transformation.”
See the Forrester report “Drive Revenue With Great Customer Experience, 2017.”
8
Our models showed that improving CX indirectly drives willingness to pay by increasing brand preference and trust.
9
Other factors like elements of the price experience, exceeding customers’ expectations, membership in a loyalty
program, and willingness to forgive also influence willingness to pay a premium. See the Forrester report “The Price
Premium Of Customer Experience.”
10
See the Forrester report “The ROI Of CX Transformation.”
© 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 41
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For more information, visit forrester.com. 142377
US Brands
(Brands are subject to change.)
AIRLINES
Air Canada American Airlines Hawaiian Airlines Spirit Airlines
Alaska Air Delta Air Lines JetBlue Airways United Airlines
Allegiant Air Frontier Airlines Southwest Airlines
AUTO MANUFACTURERS
Acura Chevrolet Honda Lexus Toyota
Audi Chrysler Hyundai Mazda Volkswagen
BMW Dodge Infiniti Mercedes-Benz
Buick Ford Motor Jeep Nissan
Cadillac GMC Kia Motors Subaru
DIGITAL-ONLY RETAILERS
Amazon Gilt Overstock Wayfair
eBay HSN QVC Zappos.com
Etsy Newegg Rue La La
DIRECT BANKS
Ally Bank Capital One 360 Discover Bank Goldman Sachs Bank Synchrony Bank
American Express Bank Charles Schwab Bank Fidelity Investments State Farm Bank USAA
© 2018 Forrester Research, Inc. All rights reserved. Forrester and CX Index™ are registered trademarks of Forrester Research, Inc. FORRESTER.COM
2
DIRECT BROKERAGE FIRMS
Ally Invest E-TRADE Interactive Brokers TD Ameritrade
Capital One Fidelity Investments Merrill Edge USAA
Investing
Firstrade State Farm The Vanguard
Charles Schwab Group
HEALTH INSURERS
Aetna Blue Cross Blue CareFirst BlueCross Health Net Kaiser Permanente
Shield of Michigan BlueShield
Anthem Blue Cross Highmark Blue Other Blue Cross
Blue Cross and Blue Cigna Cross Blue Shield or Blue Shield
Anthem Blue Cross Shield of Texas Highmark Blue
and Blue Shield Empire Blue Cross Shield UnitedHealthcare
Blue Shield of Blue Shield
Blue Cross and Blue California Humana
Shield of Illinois Florida Blue
HOTELS
Best Western Fairfield Inn & Suites Holiday Inn Express Marriott Hotels & Sheraton Hotels &
Resorts Resorts
Clarion Hotels Fairmont Hotels & Homewood Suites
Resorts by Hilton Motel 6 Super 8
Comfort Inn
Grand Hyatt Hyatt Hotels & Omni Hotels & Travelodge
Courtyard by Resorts Resorts
Marriott Hampton Inn & W Hotels
Suites Hyatt Place Quality Inn & Suites
Crowne Plaza Westin Hotels &
Hilton Garden Inn Hyatt Regency Radisson Hotels Resorts
Days Inn
Hilton Hotels & InterContinental Ramada Worldwide Wyndham Hotels
Econo Lodge Resorts Hotels & Resorts and Resorts
Residence Inn by
Embassy Suites Holiday Inn La Quinta Inn & Marriott
Hotels Suites
© 2017 Forrester Research, Inc. All rights reserved. Forrester and CX Index are registered trademarks of Forrester Research, Inc. FORRESTER.COM
3
TV SERVICE PROVIDERS
AT&T U-verse CenturyLink DirecTV Suddenlink Xfinity by Comcast
Communications
Cablevision Cox Dish Network
Optimum Communications Verizon Fios
Spectrum
© 2018 Forrester Research, Inc. All rights reserved. Forrester and CX Index™ are registered trademarks of Forrester Research, Inc. FORRESTER.COM