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The US Customer Experience Index, 2017How Brands Build Loyalty With The Quality Of Their Experience
by Rick ParrishAugust 1, 2017
FoR CustomeR exPeRienCe PRoFessionAls
fOrrESTEr.COm
Key takeawaysCustomer Experience Quality Worsenedtwice as many brand scores fell as rose; losses were, on average, bigger than gains. As a result, the number of scores in the excellent category fell to zero; the percentage of good scores dipped by one percentage point; and the percentage of poor scores rose by three points. For the first time, no industry averages improved, but three fell.
Top Brands’ Stagnation Leaves A CX Leadership Gapnot a single brand has risen to the top of our rankings and continued to move upward — the mark of a true Cx leader. this year, scores among elite brands — the top 5% of brands in the entire Cx index — stayed flat, while new industry frontrunners earned their spots because last year’s high scorers declined. As a result, we see no Cx leaders, only languishers, lapsers, locksteppers, and laggards.
focus On Emotion To Become A CX Leaderemotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry. elite brands provided an average of 17 emotionally positive experiences for each negative experience. in contrast, the lowest-performing 5% of brands provided only two emotionally positive experiences for each negative experience.
Why Read this ReportHow well do leading brands build loyalty with the quality of their customer experience (Cx)? this year, we reveal the complete rankings of all 314 brands across 21 industries in the us Cx index. We also unveil surprising trends in Cx quality and the role that emotion plays in Cx. Customer experience professionals can use this report to inform their ongoing improvement efforts.
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© 2017 Forrester Research, inc. opinions reflect judgment at the time and are subject to change. Forrester®, technographics®, Forrester Wave, techRadar, and total economic impact are trademarks of Forrester Research, inc. All other trademarks are the property of their respective companies. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
Forrester Research, inc., 60 Acorn Park Drive, Cambridge, mA 02140 usA+1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com
table of Contents
Customer Experiences Got Worse
With Torpor At The Top, There Are No Real CX Leaders
Without Real leaders, only Four types of Brands Remain
Emotion Holds The Key To Achieving CX Leadership
How Forrester Can Help
Supplemental Material
Related Research Documents
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Gauge Your Cx management maturity
improving Cx through Business Discipline Drives Growth
FoR CustomeR exPeRienCe PRoFessionAls
The US Customer Experience Index, 2017How Brands Build Loyalty With The Quality Of Their Experience
by Rick Parrishwith Harley manning, Roxana strohmenger, xiaotong Duan, Will Willsea, and Rachel Birrell
August 1, 2017
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
2
How Brands Build Loyalty With The Quality Of Their Experience
Customer experiences Got Worse
Customer experience leaders grow revenue faster than Cx laggards, drive higher brand preference, and can charge more for their products. Based on a survey of over 118,000 us adult customers in 2017, Forrester’s Customer experience index (Cx index™) methodology measures how well a brand’s customer experience strengthens the loyalty of its customers so it can reap these benefits (see Figure 1). We use this methodology to benchmark Cx quality at 314 us brands. Between 2016 and 2017, our benchmark shows that the quality of customer experiences in the us dipped.
› Losses were broader and deeper than gains. twice as many brands sank as rose: of 314 brands in the Cx index, 49 lost points and only 24 gained points (see Figures 2 to 22).1 What’s more, 21 brands dropped by at least five points, but just three brands improved by at least five points. two brands — 21st Century insurance and the us Bureau of Consular Affairs — lost more than 10 points. in contrast, no brands gained more than 10 points. overall, brands that worsened lost an average of five points, while brands that improved gained an average of just four points. this contrasts starkly with our 2016 study, in which only 11 brands declined while 58 improved — of which 28 gained at least five points and two gained at least 10 points.
› Excellent scores died off, while the number of poor scores increased. For the first time, the number of brands in the excellent category fell to zero (see Figure 23). What’s more, even the percentage of scores in the good category sank from 17% to 16%. At the same time, the percentage of brands with poor scores rose from 20% to 23%. the only good news came from a one-percentage-point reduction in very poor scores. However, even that was no cause for celebration: it only occurred due to small gains by the transportation security Administration and the internal Revenue service.
› Three industry averages fell; none rose. in another first, not a single industry average improved this year. the bar dipped, however, for three industries: auto and home insurance providers, parcel shipping/delivery providers, and internet service providers (isPs) (see Figure 24). that’s slightly worse than last year, when only two industry averages declined. the end result was that the auto and home insurance industry dropped from 3rd to 9th; the parcel shipping/delivery industry sank from 15th to 16th; and the isP industry fell from 20th to tie us federal government agencies at the very bottom of the Cx index.
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
3
How Brands Build Loyalty With The Quality Of Their Experience
figure 1 Forrester’s Cx index is A measure of A Brand’s Ability to Drive loyalty With its Customers
CX QUALITY CUSTOMER LOYALTY
Forrester’s CX Index score measures how successfully a companydelivers customer experiences that create and sustain loyalty.
RetentionLikelihood of keeping existing business.
CX INDEXSCORE
EnrichmentLikelihood of buying additional products and services.
AdvocacyLikelihood of recommending to others.
EffectivenessThe experience
delivers value to customers.
Ease
to get value from the experience.
EmotionCustomers feel
good about their experience.
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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How Brands Build Loyalty With The Quality Of Their Experience
figure 2 Forrester’s us Cx index, 2017: Rankings of Airlines
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
Airlines
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JetBlue Airways
Southwest Airlines
Hawaiian Airlines
Virgin America
Alaska Air
Air Canada
Delta Air Lines
American Airlines
Allegiant Air
United Airlines
Frontier Airlines
Spirit Airlines
2017 2016 BRAND PERFORMANCE
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
5
How Brands Build Loyalty With The Quality Of Their Experience
figure 3 Forrester’s us Cx index, 2017: Rankings of Auto And Home insurance Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2017
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2016 BRAND PERFORMANCE
Auto And HomeInsurance Providers
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USAA
The Hartford
Nationwide Mutual Insurance
State Farm Insurance
Geico
MetLife
Progressive
Farmers Insurance
Erie Insurance
Travelers Insurance
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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How Brands Build Loyalty With The Quality Of Their Experience
figure 3 Forrester’s us Cx index, 2017: Rankings of Auto And Home insurance Providers (Cont.)
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Allstate
Safeco Insurance
AAA
Liberty Mutual
American Family Insurance
National General Insurance
Esurance
Auto-Owners Insurance
21st Century Insurance
2017
2 of 2
2016 BRAND PERFORMANCE
Auto And HomeInsurance Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
7
How Brands Build Loyalty With The Quality Of Their Experience
figure 4 Forrester’s us Cx index, 2017: Rankings of Auto manufacturers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
1 of 2
Auto Manufacturers
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Lexus
Mercedes-Benz
Subaru
In�niti
Toyota
BMW
Honda
Hyundai
Kia Motors
Jeep
GMC
2017 2016 BRAND PERFORMANCE
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
8
How Brands Build Loyalty With The Quality Of Their Experience
figure 4 Forrester’s us Cx index, 2017: Rankings of Auto manufacturers (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2 of 2
Auto Manufacturers
2017 2016 BRAND PERFORMANCE
12
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Acura
Chevrolet
Mazda
Cadillac
Audi
Nissan
Ford Motor
Volkswagen
Buick
Dodge
Chrysler
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
9
How Brands Build Loyalty With The Quality Of Their Experience
figure 5 Forrester’s us Cx index, 2017: Rankings of Credit Card Providers
Credit Card Providers
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USAA
Discover
SunTrust Banks
PNC Financial Services
U.S. Bank
Capital One
American Express
Chase
Citizens Bank
Barclaycard
Wells Fargo
HSBC
Citi
Bank of America
Synchrony Financial
2017 2016 BRAND PERFORMANCE
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
10
How Brands Build Loyalty With The Quality Of Their Experience
figure 6 Forrester’s us Cx index, 2017: Rankings of Digital-only Retailers
Digital-Only Retailers
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Etsy
QVC
Zappos.com
Wayfair
Newegg
HSN
eBay
Rue La La
drugstore.com
Groupon
Overstock.com
Amazon
Gilt
LivingSocial
2017 2016 BRAND PERFORMANCE
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
11
How Brands Build Loyalty With The Quality Of Their Experience
figure 7 Forrester’s us Cx index, 2017: Rankings of Direct Banks
Direct Banks
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USAA
Capital One 360
Discover Bank
Fidelity Investments
Ally Bank
State Farm Bank
Goldman Sachs Bank
Synchrony Bank
American Express Bank
Charles Schwab Bank
2017 2016 BRAND PERFORMANCE
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
12
How Brands Build Loyalty With The Quality Of Their Experience
figure 8 Forrester’s us Cx index, 2017: Rankings of Direct or Discount Brokerages
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USAA
The Vanguard Group
TradeKing/Ally
Charles Schwab
TD Ameritrade
State Farm
Fidelity Invesments
Scottrade
E-TRADE
Merrill Edge
Firstrade
Capital One Investing
2017 2016 BRAND PERFORMANCE
Direct Or DiscountBrokerages
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
13
How Brands Build Loyalty With The Quality Of Their Experience
figure 9 Forrester’s us Cx index, 2017: Rankings of Full-service investment Firms
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Edward Jones
Morgan Stanley Wealth Management
T. Rowe Price
AXA Advisors
Ameriprise Financial
U.S. Bank
Merrill Lynch Wealth Management
JPMorgan Chase
Wells Fargo Advisors
PNC Investments
Citi Personal Wealth Management
2017 2016 BRAND PERFORMANCE
Full-ServiceInvestment Firms
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
14
How Brands Build Loyalty With The Quality Of Their Experience
figure 10 Forrester’s us Cx index, 2017: Rankings of Health insurance Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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Kaiser Permanente
Humana
Empire Blue Cross Blue Shield
Health Net
Florida Blue
UnitedHealthcare
Blue Cross and Blue Shield of Texas
CareFirst BlueCross BlueShield
Blue Cross Blue Shield of Michigan
Other Blue Cross Blue Shield
2017 2016 BRAND PERFORMANCE
Health InsuranceProviders
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
15
How Brands Build Loyalty With The Quality Of Their Experience
figure 10 Forrester’s us Cx index, 2017: Rankings of Health insurance Providers (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2 of 2
2017 2016 BRAND PERFORMANCE
Health InsuranceProviders
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Blue Shield of California
Anthem Blue Cross and Blue Shield
Cigna
Blue Cross and Blue Shield of Illinois
Aetna
Highmark Blue Cross Blue Shield
Anthem Blue Cross
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
16
How Brands Build Loyalty With The Quality Of Their Experience
figure 11 Forrester’s us Cx index, 2017: Rankings of Hotels
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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Hotels
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Homewood Suites by Hilton
Omni Hotels & Resorts
Residence Inn by Marriott
Hampton Inn & Suites
Marriott Hotels & Resorts
InterContinental Hotels & Resorts
Hyatt Hotels & Resorts
W Hotels
Hyatt Regency
Hilton Garden Inn
Holiday Inn Express
Hyatt Place
2017 2016 BRAND PERFORMANCE
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
17
How Brands Build Loyalty With The Quality Of Their Experience
figure 11 Forrester’s us Cx index, 2017: Rankings of Hotels (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2 of 3
Hotels
2017 2016 BRAND PERFORMANCE
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Fair�eld Inn & Suites
Westin Hotels & Resorts
Sheraton Hotels & Resorts
Embassy Suites Hotels
Hilton Hotels & Resorts
Grand Hyatt
Radisson Hotels
Courtyard by Marriott
Wyndham Hotels & Resorts
Holiday Inn
Fairmont Hotels & Resorts
La Quinta Inn & Suites
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
18
How Brands Build Loyalty With The Quality Of Their Experience
figure 11 Forrester’s us Cx index, 2017: Rankings of Hotels (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
3 of 3
Hotels
2017 2016 BRAND PERFORMANCE
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Comfort Inn
Quality Inn & Suites
Crowne Plaza
Ramada Worldwide
Clarion Hotels
Travelodge
Best Western
Super 8
Days Inn
Econo Lodge
Motel 6
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
19
How Brands Build Loyalty With The Quality Of Their Experience
figure 12 Forrester’s us Cx index, 2017: Rankings of internet service Providers
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Suddenlink Communications
Bright House Networks
Verizon Fios
Verizon High Speed Internet (DSL)
Charter Communications
Cablevision Optimum
AOL
AT&T U-verse
Cox Communications
Windstream Communications
Time Warner Cable
CenturyLink
X�nity by Comcast
Frontier Communications
2017 2016 BRAND PERFORMANCE
Internet ServiceProviders
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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How Brands Build Loyalty With The Quality Of Their Experience
figure 13 Forrester’s us Cx index, 2017: Rankings of mobile Device manufacturers
Mobile Device Manufacturers
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Amazon
Asus
Samsung
Apple
Motorola
Dell
Microsoft and/or Microsoft Lumia
HTC
LG
Barnes & Noble
Acer
2017 2016 BRAND PERFORMANCE
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
21
How Brands Build Loyalty With The Quality Of Their Experience
figure 14 Forrester’s us Cx index, 2017: Rankings of ott Providers
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Net�ix
Showtime Now
Hulu
HBO NOW
CBS All Access
Amazon Prime Video
2017 2016 BRAND PERFORMANCE
OTT Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
22
How Brands Build Loyalty With The Quality Of Their Experience
figure 15 Forrester’s us Cx index, 2017: Rankings of Parcel shipping/Delivery Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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UPS
USPS
FedEx
2017 2016 BRAND PERFORMANCE
Parcel Shipping/Delivery Providers
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
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23
How Brands Build Loyalty With The Quality Of Their Experience
figure 16 Forrester’s us Cx index, 2017: Rankings of PC manufacturers
PC Manufacturers
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Samsung
Apple
HP
Asus
Gateway
Lenovo
Dell
Toshiba
Acer
2017 2016 BRAND PERFORMANCE
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
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How Brands Build Loyalty With The Quality Of Their Experience
figure 17 Forrester’s us Cx index, 2017: Rankings of Rental Car Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
Rental Car Providers
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National Car Rental
Enterprise Rent-A-Car
Alamo Rent A Car
Avis Rent A Car
Payless Car Rental
Hertz Car Rental
Dollar Rent A Car
Thrifty Car Rental
Budget Rent A Car
Advantage Rent A Car
2017 2016 BRAND PERFORMANCE
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
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25
How Brands Build Loyalty With The Quality Of Their Experience
figure 18 Forrester’s us Cx index, 2017: Rankings of traditional Retail Banks
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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Navy Federal Credit Union
Regions Bank
BB&T
PNC Bank
TD Bank
SunTrust Banks
U.S. Bank
Huntington National Bank
Chase
Capital One Bank
2017 2016 BRAND PERFORMANCE
Traditional Retail Banks
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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How Brands Build Loyalty With The Quality Of Their Experience
figure 18 Forrester’s us Cx index, 2017: Rankings of traditional Retail Banks (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2 of 2
2017 2016 BRAND PERFORMANCE
Traditional Retail Banks
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Citizens Bank
KeyBank
M&T Bank
Fifth Third Bank
Citibank
Wells Fargo
Bank of America
Bank of the West
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
© 2017 Forrester research, inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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How Brands Build Loyalty With The Quality Of Their Experience
figure 19 Forrester’s us Cx index, 2017: Rankings of traditional Retailers (stores And Digital)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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PetSmart
Nordstrom
Hallmark Cards
Neiman Marcus
Hobby Lobby
BJ’s Wholesale Club
Costco Wholesale
Bed Bath & Beyond
Michaels
IKEA
Walgreens
Petco
2017 2016 BRAND PERFORMANCE
Traditional Retailers(Stores And Digital)
For Customer experienCe proFessionals
The US Customer Experience Index, 2017august 1, 2017
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How Brands Build Loyalty With The Quality Of Their Experience
figure 19 Forrester’s us Cx index, 2017: Rankings of traditional Retailers (stores And Digital) (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
2 of 3
2017 2016 BRAND PERFORMANCE
Traditional Retailers(Stores And Digital)
13
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18
19
20
21
22
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24
11
19
30
13
21
31
1
18
16
12
28
23
Sam’s Club
Lowe’s
Toys R Us
Best Buy
Saks Fifth Avenue
Rite Aid
Barnes & Noble
J.C. Penney
CVS
Kohl’s
Old Navy
Target
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How Brands Build Loyalty With The Quality Of Their Experience
figure 19 Forrester’s us Cx index, 2017: Rankings of traditional Retailers (stores And Digital) (Cont.)
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
3 of 3
2017 2016 BRAND PERFORMANCE
Traditional Retailers(Stores And Digital)
25
26
27
28
29
30
31
32
33
34
35
36
22
20
35
24
27
32
26
29
25
33
38
37
The Home Depot
Staples
Marshalls
Gap
Macy’s
H&M
Dick’s Sporting Goods
T.J.Maxx
Of�ce Depot/Of�ceMax
Sears
Walmart
Kmart
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How Brands Build Loyalty With The Quality Of Their Experience
figure 20 Forrester’s us Cx index, 2017: Rankings of tV service Providers
1
2
3
4
5
6
7
8
9
10
11
12
5
2
6
4
1
3
9
8
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10
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Suddenlink Communications
Dish Network
Verizon Fios
Cablevision Optimum
Bright House Networks
DirecTV
Charter Communications
Cox Communications
AT&T U-verse
CenturyLink
Time Warner Cable
Xfinity by Comcast
2017 2016 BRAND PERFORMANCE
TV Service Providers
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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How Brands Build Loyalty With The Quality Of Their Experience
figure 21 Forrester’s us Cx index, 2017: Rankings of us Federal Government Agencies
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
1
3
4
6
8
5
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2
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11
12
13
15
14
National Park Service
United States Postal Service
Tricare
Medicare
Small Business Administration
US Citizenship and Immigration Services
Social Security Administration
Bureau of Consular Affairs
Department of Veterans Affairs
Medicaid
Internal Revenue Service
Transportation Security Administration
Department of Education
HealthCare.gov
USAJobs.gov
2017 2016 BRAND PERFORMANCE
US Federal GovernmentAgencies
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How Brands Build Loyalty With The Quality Of Their Experience
figure 22 Forrester’s us Cx index, 2017: Rankings of Wireless service Providers
1
2
3
4
5
6
7
8
9
10
11
2
1
4
3
5
7
8
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9
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11
Cricket Wireless
MetroPCS Communications
Boost Mobile
Virgin Mobile
Straight Talk
US Cellular
T-Mobile
TracFone Wireless
Verizon Wireless
AT&T Mobility
Sprint
2017 2016 BRAND PERFORMANCE
Wireless ServiceProviders
Very poor (0-54) Excellent (85-100)Good (75-84)Okay (65-74)Poor (55-64)
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How Brands Build Loyalty With The Quality Of Their Experience
figure 23 the Distribution of us Cx index scores, 2016 And 2017
0
10
20
30
40
50
60
Very poor Poor OK Good Excellent
3% 2%
20%23%
59%59%
17% 16%
1% 0%
2016 2017
Base: 118,992 (2017) to 122,500 (2016) US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Surveys, US Consumers 2017 and 2016
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How Brands Build Loyalty With The Quality Of Their Experience
figure 24 the Distribution of industry scores in Forrester’s us Cx index, 2017
Very poor Poor OK Good Excellent
2017 industry average Highest scoreLowest score
Traditional retail banks
Digital-only retailers
Direct banks
Credit card providers
Wireless service providers
Full-service investment �rms
Direct or discount brokerages
Auto and home insuranceproviders
Auto manufacturers
OTT providers
Traditional retailers(stores and digital)
Hotels
Mobile device manufacturers
PC manufacturers
Rental car providersParcel shipping/delivery
providersHealth insurance providers
Airlines
TV service providersUS federal government
agenciesInternet service providers
Base: 118,992 US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Survey, US Consumers 2017
0 10 20 30 40 50 60 70 80 90 100
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How Brands Build Loyalty With The Quality Of Their Experience
figure 24 the Distribution of industry scores in Forrester’s us Cx index, 2017 (Cont.)
Base: 118,992 (2017) to 122,500 (2016) US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Surveys, US Consumers 2017 and 2016
Very poor Poor OK Good Excellent
Traditional retail banks
Digital-only retailers
Direct banks
Credit card providers
Wireless service providers
Full-service investment �rms
Direct/discount brokerages
Auto and home insuranceproviders
Auto manufacturers
OTT providers
Traditional retailers(stores and digital)
Hotels
Mobile device manufacturers
PC manufacturers
Rental car providersParcel shipping/delivery
providersHealth insurance providers
Airlines
TV service providersUS federal government
agenciesInternet service providers
0 10 20 30 40 50 60 70 80 90 100
= 2017 industry average = 2016 industry average = Signi�cant change
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How Brands Build Loyalty With The Quality Of Their Experience
With torpor At the top, there Are no Real Cx leaders
not a single brand has managed to rise to the top of our rankings and continue to move upward — the mark of a true Cx leader. instead:
› Elite brands’ scores stayed flat — again. We refer to the top 5% of brands across all industries in the Cx index as the “elite brands” (see Figure 25). of these 18 elite brands, 16 showed no statistically significant score change. in fact, of the 10 that are repeats from 2016, only usAA’s direct banking business displayed any change — a slight improvement that doesn’t fully reverse a decline from 2015. seven of the eight new elite brands had no score change and achieved their status only because some of 2016’s elite dropped out of the pack, leaving room for new entrants. only omni Hotels & Resorts earned its slot by increasing its score slightly.
› New industry frontrunners had point drops and stagnation to thank. seven of 21 industries had new top brands this year (see Figure 26). none of these changes resulted from a major improvement by the new frontrunner. in fact, in four industries, the previous highest-scoring brand sank, while the new frontrunner remained flat.
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How Brands Build Loyalty With The Quality Of Their Experience
figure 25 the top 5% of Brands in Forrester’s us Cx index, 2017
Base: 118,992 US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Survey, US Consumers 2017
BrandsIndustry rank
USAA (credit card providers)
USAA (direct banks)
Navy Federal Credit Union
USAA (auto and home insurance providers)
USAA (direct or discount brokerages)
Regions Bank
Edward Jones
Homewood Suites by Hilton
Etsy
QVC
Cricket Wireless
Zappos.com
MetroPCS Communications
BB&T
Lexus
Omni Hotels & Resorts
The Hartford
The Vanguard Group
1
1
1
1
1
2
1
1
1
2
1
3
2
3
1
2
2
2
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How Brands Build Loyalty With The Quality Of Their Experience
figure 26 the Highest-scoring Brands By industry in Forrester’s us Cx index, 2017
Base: 118,992 (2017) to 122,500 (2016) US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Surveys, US Consumers 2017 and 2016
Top-ranking brands 2016Industry
Airlines
Auto and home insurance providers
Auto manufacturers
Credit card providers
Digital-only retailers
Direct banks
Direct/discount brokerages
Full-service investment firms
Health insurance providers
Hotels
Internet service providers
Mobile device manufacturers
OTT providers
Parcel shipping/delivery providers
PC manufacturers
Rental car providers
Traditional retail banks
Traditional retailers (stores and digital)
TV service providers
US federal government agencies
Wireless service providers
JetBlue Airways
USAA
Lexus
USAA
QVC
USAA
USAA
Edward Jones
Kaiser Permanente
Residence Inn by Marriott
Bright House Networks
Amazon
Netflix, Hulu (tied)
UPS
Apple
National Car Rental
Navy Federal Credit Union
Barnes & Noble
Bright House Networks
National Park Service
MetroPCS Communications
Top-ranking brands 2017
JetBlue Airways
USAA
Lexus
USAA
Etsy
USAA
USAA
Edward Jones
Kaiser Permanente
Homewood Suites by Hilton
Suddenlink Communications
Amazon
Netflix
UPS
National Car Rental
Navy Federal Credit Union
PetSmart
Suddenlink Communications
National Park Service
Cricket Wireless
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How Brands Build Loyalty With The Quality Of Their Experience
Without real Leaders, Only four Types Of Brands remain
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 27):
› 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, 13% of brands in the entire us Cx index are languishers — as are 15 of the 18 Cx index elite brands and 13 of the 21 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, 17% of brands are lapsers — among them are two elite brands and two industry frontrunners. All three brands in the parcel shipping/delivery industry are lapsers. Among auto and home insurance providers, 47% of brands are lapsers, giving this industry the highest percentage of lapsers outside the parcel industry.
› 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 43% of Cx index brands are locksteppers, including one elite brand and five industry frontrunners. Five of the six over-the-top providers are locksteppers, making this the industry with the least differentiation among brands.
› 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, 27% of Cx index brands are laggards. this includes the frontrunner from the isP industry, which is the only industry with 100% laggards.
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How Brands Build Loyalty With The Quality Of Their Experience
figure 27 the Four types of Brands in Forrester’s us Cx index, 2017
Base: 118,992 US online consumers (18+) who interacted with a speci�c brand within the past 12 months
Source: Forrester Data Customer Experience Index Online Survey, US Consumers 2017
27%
These relatively high-scoring brands have remained stuck, without a statistically significant score change, for at least two years.
Languishers
These brands’ CX Index performance has declined for one or two years.
Lapsers
The quality of these brands’ CX remains roughly on par with that of their competitors.
Locksteppers
These brands’ CX Index scores remain consistently at the low end of the rankings.
Laggards
13%
17%
43%
Percent ofbrands:
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How Brands Build Loyalty With The Quality Of Their Experience
emotion Holds the Key to Achieving Cx leadership
Brands that want to break away from the pack should focus on emotion: How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease in nearly every industry. Brand performance in the us Cx index, 2017 reflects this: elite brands provided an average of 17 emotionally positive experiences for each negative experience; the lowest-performing 5% of brands provided only two emotionally positive experiences for each negative experience.
We uncovered which emotions drive the most loyalty 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 28).
› Six emotions most often drive loyalty across all industries. Contrary to conventional wisdom, making customers happy is not the single most important emotional driver of 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, delighted, respected, and valued. the positive impact of these emotions on loyalty is clear and strong. For example, in the traditional retail industry, among customers who felt valued, 91% plan to stay with the brand, 89% plan to increase their spending with the brand, and 90% will advocate for the brand. this matters to the bottom line because a one-point improvement in its Cx index score can lead to an incremental $244 million in revenue for a big-box retailer.2
› Annoyance, disappointment, and frustration always drive customers away. Angering your customers isn’t as harmful to their loyalty as making them feel annoyed, disappointed, or frustrated. We found that the tV service provider industry had the largest percentage of customers who felt annoyed of any industry in our study. the result? Just 17% plan to stay with the brand, 12% plan to increase their spending with the brand, and 11% will advocate for the brand. these negative emotions hurt revenues: A large tV service provider leaves $104 million on the table for every one-point decline in its Cx index score.3
figure 28 Positive And negative emotions Drive A Customer’s experience
Positive emotions
Appreciated
Confident
Delighted
Happy
Respected
Valued
Negative emotions
Angered
Annoyed
Disappointed
Frustrated
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How Brands Build Loyalty With The Quality Of Their Experience
How Forrester Can Help
even a minor improvement to a brand’s customer experience quality can add tens of millions of dollars of revenue by reducing customer churn and increasing share of wallet.4 What’s more, happier customers are more willing to pay a premium price for the same products and services.5 When you add in other benefits of superior Cx — like reduced service costs and low-cost customer acquisition through word of mouth — the Roi of even large-scale Cx transformations can be jaw-dropping.6
Cx pros can earn these benefits for their brands via a disciplined approach to envisioning, designing, and delivering a consistently high-quality experience. Forrester can help you:
› Understand the drivers of great CX for your brand with CX Index. Forrester collects Cx index data from over 200,000 consumers on almost 700 brands in 21 industries across seven markets: Australia, Canada, France, Germany, india, 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 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, cost, 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 break-away CX. Work with Forrester’s experts to create your customized roadmap 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 [email protected].
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How Brands Build Loyalty With The Quality Of Their Experience
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supplemental material
Survey methodology
For the Forrester Data Customer experience index online survey, us Consumers 2017, Forrester conducted an online survey fielded in February through may 2017 of 118,922 us individuals ages 18 to 88. For results based on a randomly chosen sample of this size (n = 118,922), 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:
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How Brands Build Loyalty With The Quality Of Their Experience
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.
For the Forrester Data Customer experience index online survey, us Consumers 2016, Forrester conducted an online survey fielded in February through may 2016 of 122,500 us individuals ages 18 to 88. For results based on a randomly chosen sample of this size (n = 122,500), 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 (319 us brands) and weighted by age, gender, region, income, and broadband adoption to represent 242,494 weighted respondents answering for all brands.
Bases: For each industry in 2016, the number of us online adults (18+) who interacted with a specific brand within the previous 12 months is as follows: airlines: 9,389; auto and home insurance providers: 14,331; auto manufacturers: 16,455; credit card providers: 11,166; digital-only retailers: 10,519; direct banks: 7,558; direct or discount brokerages: 9,012; full-service investment firms: 8,219; health insurance providers: 12,756; hotels: 27,496; internet service providers: 10,466; mobile device manufacturers: 9,176; ott providers: 4,666; parcel shipping/delivery providers: 3,063; PC manufacturers: 7,788; rental car providers: 8,399; traditional retail banks: 13,326; traditional retailers (stores and digital): 28,704; tV service providers: 9,046; us federal government agencies: 12,412; wireless service providers: 8,547.
(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.
How To Get Access To forrester’s CX Index Data Analysis And Insights
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 700 brands in 21 industries across seven key markets (Australia, Canada, France, Germany, india, 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 [email protected].
external citations, unauthorized reproduction, and distribution of any parts of this report are prohibited without prior written consent from Forrester.
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How Brands Build Loyalty With The Quality Of Their Experience
endnotes1 Brands in 19 of 21 industries saw losses; only the wireless service provider and car rental industries were spared.
Gains occurred in just 14 industries.
2 Forrester used data from its Cx index methodology to model how changes in customer experience affect revenue potential for 13 industries. the models take into account industry-specific dynamics like barriers to switching and recommendation effectiveness. see the Forrester report “Drive Revenue With Great Customer experience, 2017.”
3 see the Forrester report “Drive Revenue With Great Customer experience, 2017.”
4 see the Forrester report “Drive Revenue With Great Customer experience, 2017.”
5 our models showed that improving Cx drives willingness to pay indirectly by increasing brand preference and trust. 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.”
6 see the Forrester report “the Roi of Cx transformation.”
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