B&N Writes the Book on Brand Experience

Forrester asked more than 4,600 U.S. consumers about their interactions with companies across various industries as part of the “Customer Experience Index, 2010.” Participants rated the usefulness, ease of use and enjoyability of their experiences. Forrester calculated the results for 133 companies in 14 different industries and found that retailers, hotels and parcel-shipping firms ranked the highest for all categories, while health insurance plans, TV service providers and Internet service providers ranked the lowest.

The second and third highest-rated companies behind Barnes & Noble were Marriott Hotels & Resorts and Hampton Inn/Suites, respectively. Amazon.com and Holiday Inn Express rounded out the top 5. Charter Communications, United Healthcare and Citigroup, among others, were at the bottom of the list.

“If you step back and look, a lot of the industries at the bottom haven’t had the need for competition in terms of consumers — including health insurance providers who traditionally competed for employees. Other organizations just haven’t grown up in terms of being customer-centric,” said Forrester analyst Bruce Temkin, who worked on the survey.

According to Forrester, only 13 firms had an “excellent” customer experience rating; 35 received a “good” rating, 40 got “okay” ratings, and 45 received either a “poor” or “very poor” rating. (