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The US Customer Experience Index, 2018 How Brands Build Loyalty With The Quality Of Their Experience by Rick Parrish June 19, 2018 NOT LICENSED FOR DISTRIBUTION FORRESTER.COM Key Takeaways Customer Experience Quality Languished About the same number of brands rose as fell in our rankings, and score gains were about the same size as losses. These moves caused the number of good and poor scores to decline, while the number of OK scores increased. Four industry averages dipped, and three climbed. Stagnation Among Elite Brands Again Left A Leadership Gap No brand has risen to the top of our rankings and continued to improve — the mark of a true CX leader. Scores among elite brands — the top 5% of brands in the entire CX Index — were static again this year. Most industry frontrunners were repeats, and all were stagnant. As a result, we see no CX leaders, only languishers, lapsers, locksteppers, and laggards. Focus On Emotion To Achieve CX Leadership Emotion has a bigger impact on brand loyalty than effectiveness or ease in every industry. Elite brands provided about 22 emotionally positive experiences for each negative one; the bottom 5% of brands provided only two emotionally positive experiences for each negative one. Why Read This Report How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 287 brands across 19 industries in the US Customer Experience Index (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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The US Customer Experience Index, 2018How Brands Build Loyalty With The Quality Of Their Experience

by Rick ParrishJune 19, 2018

NOT LICENSED FOR DISTRIBUTION

fOrrESTEr.COm

Key TakeawaysCustomer Experience Quality LanguishedAbout the same number of brands rose as fell in our rankings, and score gains were about the same size as losses. These moves caused the number of good and poor scores to decline, while the number of OK scores increased. Four industry averages dipped, and three climbed.

Stagnation Among Elite Brands Again Left A Leadership GapNo brand has risen to the top of our rankings and continued to improve — the mark of a true CX leader. Scores among elite brands — the top 5% of brands in the entire CX Index — were static again this year. Most industry frontrunners were repeats, and all were stagnant. As a result, we see no CX leaders, only languishers, lapsers, locksteppers, and laggards.

focus On Emotion To Achieve CX LeadershipEmotion has a bigger impact on brand loyalty than effectiveness or ease in every industry. Elite brands provided about 22 emotionally positive experiences for each negative one; the bottom 5% of brands provided only two emotionally positive experiences for each negative one.

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 287 brands across 19 industries in the US Customer Experience Index (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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© 2018 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 Experience Quality Languished In 2018

Torpor At The Top Means There Are No Real CX Leaders

Without Real Leaders, Only Four Types Of Brands Remain

Emotion Holds The Key To Achieving CX Differentiation

How Forrester Can Help

Supplemental Material

Related Research Documents

Answers To Common Questions About Forrester’s Customer Experience Index

The Five Essential Steps To Plan Your CX Transformation

Gauge Your CX Management Maturity

FOR CUSTOMER EXPERIENCE PROFESSIONALS

The US Customer Experience Index, 2018How Brands Build Loyalty With The Quality Of Their Experience

by Rick Parrishwith Harley Manning, Roxana Strohmenger, William Willsea, Meredith McCreight, Ben Salamin, and Rachel Birrell

June 19, 2018

Share reports with colleagues. Enhance your membership with Research Share.

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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

Customer Experience Quality Languished In 2018

Customer experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products.1 Based on a survey of over 110,000 US adult customers in 2018, 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 used this methodology to benchmark CX quality at 287 US brands. Between 2017 and 2018, our benchmark shows the overall quality of the US customer experience stagnating — and differentiation on the basis of CX evaporating — as more brands become mediocre (see Figures 2 to 20).

› 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.

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 1 Forrester’s CX Index Measures Drivers Of CX Success Across Six Categories

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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.

EaseIt’s not difficult

to get value from the experience.

EmotionCustomers feel

good about their experience.

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Airlines

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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JetBlue Airways

Southwest Airlines

Alaska Air

Hawaiian Airlines

Allegiant Air

Delta Air Lines

Air Canada

American Airlines

United Airlines

Frontier Airlines

Spirit Airlines

2018 2017 BRAND PERFORMANCE

Airlines

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Auto/Home Insurers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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9

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15

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USAA

Erie Insurance

The Hartford

American Family Insurance

Travelers Insurance

State Farm Insurance

MetLife

Nationwide Mutual Insurance

Geico

Allstate

Safeco Insurance

2018 2017 BRAND PERFORMANCE

Auto/home insurers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Auto/Home Insurers (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Farmers Insurance

Liberty Mutual

Progressive

Auto-Owners Insurance

AAA

Esurance

21st Century Insurance

National General Insurance

2018 2017 BRAND PERFORMANCE

Auto/home insurers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 4 Forrester’s US CX Index, 2018: Rankings Of Auto Manufacturers (Luxury)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Lexus

Mercedes-Benz

In�niti

Cadillac

Audi

BMW

Acura

2018 2017 BRAND PERFORMANCE

Auto manufacturers (luxury)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 5 Forrester’s US CX Index, 2018: Rankings Of Auto Manufacturers (Mass Market)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Subaru

Buick

Mazda

Ford Motor

Kia Motors

Honda

Chevrolet

GMC

Toyota

Hyundai

Jeep

Dodge

Volkswagen

Nissan

Chrysler

2018 2017 BRAND PERFORMANCE

Auto manufacturers (mass market)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 6 Forrester’s US CX Index, 2018: Rankings Of Banks (Direct)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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USAA

Ally Bank

Fidelity Cash Management

Capital One 360

Charles Schwab Bank

Discover Bank

American Express Bank

State Farm Bank

Synchrony Bank

Goldman Sachs Bank

2018 2017 BRAND PERFORMANCE

Banks (direct)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 7 Forrester’s US CX Index, 2018: Rankings Of Banks (Multichannel)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Navy Federal Credit Union

Huntington National Bank

Regions Bank

PNC Bank

SunTrust Banks

Citizens Bank

TD Bank

BB&T

Chase

M&T Bank

2018 2017 BRAND PERFORMANCE

Banks (multichannel)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 7 Forrester’s US CX Index, 2018: Rankings Of Banks (Multichannel) (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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U.S. Bank

Capital One Bank

Fifth Third Bank

Wells Fargo

KeyBank

Citibank

Bank of America

Bank of the West

2018 2017 BRAND PERFORMANCE

Banks (multichannel)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 8 Forrester’s US CX Index, 2018: Rankings Of Brokerages (Direct)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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N/A

N/A

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USAA

Charles Schwab

The Vanguard Group

Fidelity Investments

State Farm

Merrill Edge

Capital One Investing

E-Trade

TD Ameritrade

Ally Invest

Interactive Brokers

Firstrade

2018 2017 BRAND PERFORMANCE

Brokerages (direct)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 9 Forrester’s US CX Index, 2018: Rankings Of Brokerages (Multichannel)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Edward Jones

Ameriprise Financial

JPMorgan Chase

Morgan Stanley Wealth Management

T. Rowe Price

Merrill Lynch Wealth Management

Wells Fargo Advisors

PNC Investments

U.S. Bank

Citi Personal Wealth Management

AXA Advisors

2018 2017 BRAND PERFORMANCE

Brokerages (multichannel)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 10 Forrester’s US CX Index, 2018: Rankings Of Credit Card Issuers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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USAA

Discover

PNC Financial Services

U.S. Bank

SunTrust Banks

American Express

Barclaycard

Capital One

Chase

Wells Fargo

Bank of America

Citi

Citizens Bank

Synchrony Financial

HSBC

2018 2017 BRAND PERFORMANCE

Credit card issuers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 11 Forrester’s US CX Index, 2018: Rankings Of US Federal Government Agencies

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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National Park Service (NPS)

United States Postal Service (USPS)

Tricare

Department of Veterans Affairs (VA)

Medicare

Bureau of Consular Affairs

US Citizenship and Immigration Services

Medicaid

Social Security Administration (SSA)

Small Business Administration (SBA)

Transportation Security Administration

Internal Revenue Service (IRS)

Department of Education (ED)

Healthcare.gov

USAJobs.gov

2018 2017 BRAND PERFORMANCE

Federal government

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 12 Forrester’s US CX Index, 2018: Rankings Of Health Insurers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Kaiser Permanente Health Plan

Humana

Empire Blue Cross Blue Shield

Blue Cross Blue Shield of Michigan

Highmark Blue Cross Blue Shield

Florida Blue

Blue Cross Blue Shield of Texas

Blue Cross Blue Shield of Illinois

Blue Shield of California

UnitedHealthcare

CareFirst Blue Cross Blue Shield

Anthem Blue Cross and Blue Shield

Cigna

Health Net

Anthem Blue Cross

Other Blue Cross Blue Shield

Aetna

2018 2017 BRAND PERFORMANCE

Health insurers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Hotels

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Homewood Suites by Hilton

Residence Inn by Marriott

Hampton Inn & Suites

InterContinental Hotels & Resorts

Holiday Inn Express

W Hotels

Hyatt Place

Embassy Suites Hotels

Westin Hotels & Resorts

Hilton Garden Inn

Hilton Hotels & Resorts

Omni Hotels & Resorts

Hyatt Hotels & Resorts

Hyatt Regency

Marriott Hotels & Resorts

2018 2017 BRAND PERFORMANCE

Hotels

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Hotels (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Courtyard by Marriott

Grand Hyatt

Sheraton Hotels & Resorts

Fair�eld Inn & Suites

Wyndham Hotels & Resorts

La Quinta Inn & Suites

Fairmont Hotels and Resorts

Comfort Inn

Best Western

Radisson Hotels

2018 2017 BRAND PERFORMANCE

Hotels

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Hotels (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Crowne Plaza

Clarion Hotels

Holiday Inn

Ramada Worldwide

Quality Inn & Suites

Days Inn

Super 8

Travelodge

Econo Lodge

Motel 6

2018 2017 BRAND PERFORMANCE

Hotels

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 14 Forrester’s US CX Index, 2018: Rankings Of Internet Service Providers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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N/A

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Verizon Fios

Verizon High Speed Internet

AT&T U-verse

AOL

Cablevision Optimum

Cox Communications

Windstream Communications

Spectrum

Suddenlink Communications

X�nity by Comcast

CenturyLink

Frontier Communications

2018 2017 BRAND PERFORMANCE

Internet service providers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 15 Forrester’s US CX Index, 2018: Rankings Of OTT Providers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Netflix

Hulu

Showtime

HBO Now

Amazon Prime Video

CBS All Access

2018 2017 BRAND PERFORMANCE

OTT providers

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 16 Forrester’s US CX Index, 2018: Rankings Of Rental Car Providers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Enterprise Rent-A-Car

National Car Rental

Avis Rent A Car

Alamo Rent A Car

Hertz Car Rental

Advantage Rent A Car

Thrifty Car Rental

Budget Rent A Car

Dollar Rent A Car

Payless Car Rental

2018 2017 BRAND PERFORMANCE

Rental cars

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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 17 Forrester’s US CX Index, 2018: Rankings Of Retailers (Digital)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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Home Shopping Network

QVC

Zappos.com

Etsy

Newegg

Wayfair

Amazon

Overstock

eBay

Rue La La

Gilt

2018 2017 BRAND PERFORMANCE

Retailers (digital)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

© 2018 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, 2018: Rankings Of Retailers (Multichannel)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

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N/A

7

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N/A

19

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N/A

Trader Joe’s

Costco Wholesale

Neiman Marcus

Hobby Lobby

BJ’s Wholesale Club

Sephora

Barnes & Noble

PetSmart

Nordstrom

IKEA

Walgreens

Sam’s Club

Bed Bath & Beyond

Petco

Aldi

2018 2017 BRAND PERFORMANCE

Retailers (multichannel)

For Customer experienCe proFessionals

The US Customer Experience Index, 2018June 19, 2018

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 18 Forrester’s US CX Index, 2018: Rankings Of Retailers (Multichannel) (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

22

9

N/A

14

N/A

25

16

29

32

21

N/A

20

28

24

26

Kohl’s

Michaels

Kroger

Lowe’s

Ulta

The Home Depot

Best Buy

Macy’s

T.J.Maxx

CVS

Save-A-Lot

J.C. Penney

Gap

Target

Staples

2018 2017 BRAND PERFORMANCE

Retailers (multichannel)

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 18 Forrester’s US CX Index, 2018: Rankings Of Retailers (Multichannel) (Cont.)

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

31

32

33

34

35

36

37

38

39

40

41

42

18

23

N/A

27

17

33

N/A

N/A

34

35

30

36

Rite Aid

Old Navy

Whole Foods

Marshalls

Saks Fifth Avenue

Office Depot

Albertsons

Safeway

Sears

Walmart

H&M

Kmart

2018 2017 BRAND PERFORMANCE

Retailers (multichannel)

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The US Customer Experience Index, 2018June 19, 2018

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 19 Forrester’s US CX Index, 2018: Rankings Of TV Service Providers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

1

2

3

4

5

6

7

8

9

10

2

6

3

N/A

9

4

8

1

12

10

Dish Network

DirecTV

Verizon Fios

Spectrum

AT&T U-verse

Cablevision Optimum

Cox Communications

Suddenlink Communications

X�nity by Comcast

CenturyLink

2018 2017 BRAND PERFORMANCE

TV service providers

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The US Customer Experience Index, 2018June 19, 2018

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 20 Forrester’s US CX Index, 2018: Rankings Of Wireless Service Providers

Very poor (0-54) Excellent (85-100)Good (75-84)OK (65-74)Poor (55-64)

1

2

3

4

5

6

7

8

9

10

11

2

1

3

5

8

4

6

7

9

10

11

MetroPCS Communications

Cricket Wireless

Boost Mobile

Straight Talk

TracFone Wireless

Virgin Mobile

US Cellular

T-Mobile

Verizon Wireless

AT&T Mobility

Sprint

2018 2017 BRAND PERFORMANCE

Wireless service providers

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 21 The Distribution Of US CX Index Scores, 2017 And 2018

Very poor Poor OK Good Excellent

2% 2%

23% 21%

62%59%

16% 15%

0% 0%

20172018

Base: 110,828 US online consumers (18+) who interacted with a speci�c 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, 2018June 19, 2018

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 22 The Distribution Of Industry Scores In Forrester’s US CX Index, 2018

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

Very poor Poor OK Good Excellent

2018 industry average Highest scoreLowest score

0 10 20 30 40 50 60 70 80 90 100

Banks (multichannel)

Auto manufacturers (luxury)

Banks (direct)

Retailers (digital)

Wireless service providers

Auto manufacturers (mass market)

Auto/home insurers

Brokerages (multichannel)

Credit card issuers

OTT providers

Brokerages (direct)

Hotels

Retailers (multichannel)

Rental cars

Health insurers

Airlines

TV service providers

Federal government

Internet service providers

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How Brands Build Loyalty With The Quality Of Their Experience

fIGUrE 22 The Distribution Of Industry Scores In Forrester’s US CX Index, 2018 (Cont.)

Base: 110,828 US online consumers (18+) who interacted with a speci�c brand within the past 12 months

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

Very poor Poor OK Good Excellent

0 10 20 30 40 50 60 70 80 90 100

Banks (multichannel)

Auto manufacturers (luxury)

Banks (direct)

Retailers (digital)

Wireless service providers

Auto manufacturers (mass market)

Auto/home insurers

Brokerages (multichannel)

Credit card issuers

OTT providers

Brokerages (direct)

Hotels

Retailers (multichannel)

Rental cars

Health insurers

Airlines

TV service providers

Federal government

Internet service providers

= 2018 industry average = 2017 industry average = Signi�cant change

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How Brands Build Loyalty With The Quality Of Their Experience

Torpor At The Top Means 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 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

fIGUrE 23 The Top 5% Of Brands In Forrester’s US CX Index, 2018

Brands IndustryOverallrank

Industryrank

Navy Federal Credit Union

USAA

USAA

USAA

USAA

Trader Joe’s

Edward Jones

Lexus

Home Shopping Network (HSN)

Huntington National Bank

MetroPCS Communications

QVC

Mercedes-Benz

Cricket Wireless

Boost Mobile

Zappos.com

Banks (multichannel)

Credit card issuers

Auto/home insurers

Banks (direct)

Brokerages (direct)

Retailers (multichannel)

Brokerages (multichannel)

Auto manufacturers (luxury)

Retailers (digital)

Banks (multichannel)

Wireless service providers

Retailers (digital)

Auto manufacturers (luxury)

Wireless service providers

Wireless service providers

Retailers (digital)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

1

1

1

1

1

1

1

1

1

2

1

2

2

2

3

3

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

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

TOP BRAND 2017INDUSTRY

Airlines

Auto/home insurers

Auto manufacturers (luxury)

Auto manufacturers (mass market)

Banks (direct)

Banks (multichannel)

Brokerages (direct)

Brokerages (multichannel)

Credit card issuers

Federal government

Health insurers

Hotels

Internet service providers

OTT providers

Rental cars

Retailers (digital)

Retailers (multichannel)

TV service providers

Wireless service providers

JetBlue Airways

USAA

Lexus

Subaru

USAA

Navy Federal Credit Union

USAA

Edward Jones

USAA

National Park Service (NPS)

Kaiser Permanente Health Plan

Homewood Suites by Hilton

Suddenlink Communications

Netflix

National Car Rental

Etsy

PetSmart

SuddenlinkCommunications

Cricket Wireless

TOP BRAND 2018

JetBlue Airways

USAA

Lexus

Subaru

USAA

Navy Federal Credit Union

USAA

Edward Jones

USAA

National Park Service (NPS)

Kaiser Permanente Health Plan

Homewood Suites by Hilton

Verizon Fios

Netflix

Enterprise Rent-A-Car

Home Shopping Network (HSN)

Trader Joe’s

Dish Network

MetroPCS Communications

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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 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

fIGUrE 25 The Four Types Of Brands In Forrester’s US CX Index, 2018

23%

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

10%

20%

48%

PERCENTOF BRANDS:

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

Emotion Holds The Key To Achieving CX Differentiation

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 every industry. Brand performance in the US CX Index, 2018 reflects this: Elite brands provided an average of 22 emotionally positive experiences for each negative experience, while the lowest-performing 5% of brands provided only two emotionally positive experiences for each negative experience.

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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

› Annoyance, disappointment, and frustration always drive customers away. Angering customers isn’t as harmful to their loyalty as making them feel annoyed, disappointed, or frustrated. For example, among multichannel bank customers who felt annoyed, just 18% plan to remain with the brand, 14% plan to spend more with the brand, and 13% will advocate for the brand. These negative emotions hurt revenues: A multichannel bank leaves $124 million on the table for every 1-point decline in its CX Index score.7

fIGUrE 26 Positive And Negative Emotions Drive A Customer’s Experience

Positive emotions

Appreciated

Con�dent

Grateful

Happy

Respected

Valued

Negative emotions

Annoyed

Disappointed

Frustrated

Base: 110,828 US online consumers (18+) who interacted with a speci�c 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

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.8 What’s more, happier customers are more willing to pay a premium price for the same products and services.9 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 small-scale CX transformations can be jaw-dropping.10 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 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 [email protected].

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How Brands Build Loyalty With The Quality Of Their Experience

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.

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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.

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 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 [email protected].

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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.

Endnotes1 See the Forrester report “Improving CX Through Business Discipline Drives Growth.”

2 In 2018, we added and removed some brands from our rankings. The net result of these changes was four additional 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.

3 In 2018, we divided the automotive industry into luxury auto and mass-market auto, turning it into two industries to 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.

4 One of the new elite brands, Trader Joe’s, is new to the CX Index for 2018.

5 The brands that held elite status in 2017 but lost it this year are Homewood Suites By Hilton, Regions Bank, Etsy, The Hartford, BB&T, and The Vanguard Group. However, only BB&T saw a statistically significant point loss.

6 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 “The ROI Of CX Transformation.”

7 See the Forrester report “The ROI Of CX Transformation.”

8 See the Forrester report “Drive Revenue With Great Customer Experience, 2017.”

9 Our models showed that improving CX indirectly drives willingness to pay 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.”

10 See the Forrester report “The ROI Of CX Transformation.”

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US Brands (Brands are subject to change.)

AIRLINES

Air Canada

Alaska Air

Allegiant Air

American Airlines

Delta Air Lines

Frontier Airlines

Hawaiian Airlines

JetBlue Airways

Southwest Airlines

Spirit Airlines

United Airlines

AUTO AND HOME INSURANCE PROVIDERS

21st Century Insurance

AAA

Allstate

American Family Insurance

Auto-Owners Insurance

Erie Insurance

Esurance

Farmers Insurance

Geico

The Hartford

Liberty Mutual

MetLife

National General Insurance

Nationwide Mutual Insurance

Progressive

Safeco Insurance

State Farm Insurance

Travelers Insurance

USAA

AUTO MANUFACTURERS

Acura

Audi

BMW

Buick

Cadillac

Chevrolet

Chrysler

Dodge

Ford Motor

GMC

Honda

Hyundai

Infiniti

Jeep

Kia Motors

Lexus

Mazda

Mercedes-Benz

Nissan

Subaru

Toyota

Volkswagen

CREDIT CARD PROVIDERS

American Express

Bank of America

Barclaycard

Capital One

Chase

Citi

Citizens Bank

Discover

HSBC

PNC Financial Services

SunTrust Banks

Synchrony Financial

U.S. Bank

USAA

Wells Fargo

DIGITAL-ONLY RETAILERS

Amazon

eBay

Etsy

Gilt

HSN

Newegg

Overstock

QVC

Rue La La

Wayfair

Zappos.com

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

2

© 2017 Forrester Research, Inc. All rights reserved. Forrester and CX Index are registered trademarks of Forrester Research, Inc. FORRESTER.COM

DIRECT BROKERAGE FIRMS

Ally Invest

Capital One Investing

Charles Schwab

E-TRADE

Fidelity Investments

Firstrade

Interactive Brokers

Merrill Edge

State Farm

TD Ameritrade

USAA

The Vanguard Group

HEALTH INSURERS

Aetna

Anthem Blue Cross

Anthem Blue Cross and Blue Shield

Blue Cross and Blue Shield of Illinois

Blue Cross Blue Shield of Michigan

Blue Cross and Blue Shield of Texas

Blue Shield of California

CareFirst BlueCross BlueShield

Cigna

Empire Blue Cross Blue Shield

Florida Blue

Health Net

Highmark Blue Cross Blue Shield or Highmark Blue Shield

Humana

Kaiser Permanente

Other Blue Cross Blue Shield

UnitedHealthcare

HOTELS

Best Western

Clarion Hotels

Comfort Inn

Courtyard by Marriott

Crowne Plaza

Days Inn

Econo Lodge

Embassy Suites Hotels

Fairfield Inn & Suites

Fairmont Hotels & Resorts

Grand Hyatt

Hampton Inn & Suites

Hilton Garden Inn

Hilton Hotels & Resorts

Holiday Inn

Holiday Inn Express

Homewood Suites by Hilton

Hyatt Hotels & Resorts

Hyatt Place

Hyatt Regency

InterContinental Hotels & Resorts

La Quinta Inn & Suites

Marriott Hotels & Resorts

Motel 6

Omni Hotels & Resorts

Quality Inn & Suites

Radisson Hotels

Ramada Worldwide

Residence Inn by Marriott

Sheraton Hotels & Resorts

Super 8

Travelodge

W Hotels

Westin Hotels & Resorts

Wyndham Hotels and Resorts

INTERNET SERVICE PROVIDERS

AOL

AT&T U-verse

Cablevision Optimum

CenturyLink

Cox Communications

Frontier Communications

Spectrum

Suddenlink Communications

Verizon High Speed Internet (DSL)

Verizon Fios

Windstream Communications

Xfinity by Comcast

FULL-SERVICE INVESTMENT FIRMS

Ameriprise Financial

AXA Advisors

Citi Personal Wealth Management

Edward Jones

JPMorgan Chase

Merrill Lynch Wealth Management

Morgan Stanley Wealth Management

PNC Investments

T. Rowe Price

U.S. Bank

Wells Fargo Advisors

OTT PROVIDERS (SPECIFICALLY SVOD PROVIDERS)

Amazon Prime Video

CBS All Access

HBO NOW

Hulu

Netflix

Showtime

RENTAL CAR PROVIDERS

Advantage Rent A Car

Alamo Rent A Car

Avis Rent A Car

Budget Rent A Car

Dollar Rent A Car

Enterprise Rent-A-Car

Hertz Car Rental

National Car Rental

Payless Car Rental

Thrifty Car Rental

3

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TRADITIONAL RETAIL BANKS

Bank of America

Bank of the West

BB&T

Capital One Bank

Chase

Citibank

Citizens Bank

Fifth Third Bank

Huntington National Bank

KeyBank

M&T Bank

Navy Federal Credit Union

PNC Bank

Regions Bank

SunTrust Banks

TD Bank

U.S. Bank

Wells Fargo

TRADITIONAL RETAILERS (STORES AND DIGITAL)

Albertsons

Aldi

Barnes & Noble

Bed Bath & Beyond

Best Buy

BJ’s Wholesale Club

Costco Wholesale

CVS

Gap

Hobby Lobby

The Home Depot

H&M

IKEA

J.C. Penney

Kmart

Kohl’s

Kroger

Lowe’s

Macy’s

Marshalls

Michaels

Neiman Marcus

Nordstrom

Office Depot/OfficeMax

Old Navy

Petco

PetSmart

Rite Aid

Safeway

Saks Fifth Avenue

Sam’s Club

Save-A-Lot

Sears

Sephora

Staples

T.J.Maxx

Target

Trader Joe’s

Ulta

Walgreens

Walmart

Whole Foods

TV SERVICE PROVIDERS

AT&T U-verse

Cablevision Optimum

CenturyLink

Cox Communications

DirecTV

Dish Network

Spectrum

Suddenlink Communications

Verizon Fios

Xfinity by Comcast

US FEDERAL GOVERNMENT AGENCIES

Bureau of Consular Affairs

Department of Education

Department of Veterans Affairs

Healthcare.gov

Internal Revenue Service

Medicaid

Medicare

National Park Service

Small Business Administration

Social Security Administration

Transportation Security Administration

Tricare

United States Postal Service (USPS)

US Citizenship and Immigration Services

USAJobs.gov

WIRELESS SERVICE PROVIDERS

AT&T Mobility

Boost Mobile

Cricket Wireless

MetroPCS Communications

Sprint

Straight Talk

T-Mobile

TracFone Wireless

US Cellular

Verizon Wireless

Virgin Mobile