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The Canada Customer Experience Index, 2015by Megan Burns and Corey Stearns, June 8, 2015

For: Customer Experience Professionals

Key TaKeaways

Forrester’s CX Index Gives Canadian Brands a Baseline For How They’re DoingForrester’s Canadian CX Index ranked 195 brands across 15 industries. Our results show that financial services firms and digital-only retailers lead the pack, while travel and telecommunications companies sit at the bottom.

The Majority Of Firms In Canada Deliver Mediocre Customer experiencesWhile improving customer experience is a strategic priority for 58% of business leaders in Canada, most firms fail to deliver standout customer experiences. But there is good news: No companies delivered “very poor” experiences to customers.

Domestic Brands Have The edge In CanadaBrands headquartered in Canada dominate this list of CX leaders. In most cases, foreign brands that operate in both the US and Canadian markets scored worse in our Canadian CX Index than they did in the US.

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© 2015, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To purchase reprints of this document, please email [email protected]. For additional information, go to www.forrester.com.

For Customer experienCe proFessionals

wHy ReaD THIs RepORT

Six in 10 Canadian companies want to improve their customer experience (CX) in 2015. Forrester’s Canada Customer Experience Index (CX Index™) benchmarks 195 companies that do business in Canada across 15 industries. CX professionals can use this report to learn which companies and industries in Canada create the most loyalty with their CX and which ones have room for improvement. We also reveal some brands that perform well north of the border but lag behind in the US, and vice versa.

table of Contents

Forrester’s CX Index sheds Light On The Canadian CX Landscape

More Than Half Of Canadian Firms Deliver Ho-Hum “OK” experiences

Most CX Leaders In Canada are Canadian Brands

industry-specific leaderboards reveal some surprises

Canada and The Us are similar, But Not The same

reCommendations

Use The CX Index To Identify CX Improvements That Boost Revenue Most

supplemental Material

notes & resources

We used data from Forrester’s north american Consumer Customer experience index online survey, 2014, in the writing of this report.

related research documents

Brief: Why Good Customer experience isn’t Good enough

introducing Forrester’s next-Generation Customer experience index

the us Customer experience index, Q1 2015

The Canada Customer experience Index, 2015Benchmarking the Canadian Brands that Create the most loyalty With their Customer experienceby megan Burns and Corey stearnswith michael e. Gazala

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the Canada Customer experience index, 2015 2

© 2015, Forrester Research, Inc. Reproduction Prohibited June 8, 2015

FORResTeR’s CX INDeX sHeDs LIGHT ON THe CaNaDIaN CX LaNDsCape

Customer-driven change is remaking every industry. Technology and economic forces have changed the world so much that an obsession with winning, serving, and retaining customers is the only possible response. In their quest to become customer-obsessed, CX professionals across the globe clamor for benchmarks to tell them how they’re doing, including in Canada. And it’s a smart bet: Our research shows that CX drives loyalty-based revenue in every industry that we benchmarked in this inaugural Canadian CX Index.1 Canadian firms:

■ Make CX a top priority. Almost 60% of Canadian business decision-makers say that improving the customer experience is of high or critical priority for their firms, second only to improving core products and services (see Figure 1). These priorities shadow US firms’, where 70% of business decision-makers cited improving CX as a high or critical priority.

■ Put real dollars and energy behind it. Best Buy Canada recently announced that it plans to invest C$200 million to consolidate the Best Buy and Future Shop stores and improve its omnichannel customer experiences.2 Rogers Communications CEO Guy Laurence has committed to spending more than C$100 million to fund new positions and fix systems that undermine the company’s CX and drive customer defections.3

Figure 1 Canadian And US Business Leaders’ Top Priorities For 2015

Source: Forrester Research, Inc. Unauthorized reproduction, citation, or distribution prohibited.122502

USCanada

Increase in�uence and brandreaching the market

Improve our ability to innovate

Address customers’ risingexpectations

Improve the experienceof our customers

Improve our products/services 61%69%

58%70%

53%59%

48%55%

47%52%

Base: 629 Canadian business decision-makers;2,526 US business decision-makers

(multiple responses accepted)

Source: Forrester’s Global Business Technographics® Priorities And Journey Survey, 2015Note: Top �ve responses are shown.

“Which of the following initiatives are likely to be your organization’stop business priorities over the next 12 months?”

(4 or 5 on a scale of 1 [not at all a priority] to 5 [critical priority])Leaders in the USand Canada see CXimprovement as a topbusiness priority.




MORe THaN HaLF OF CaNaDIaN FIRMs DeLIveR HO-HUM “OK” eXpeRIeNCes

Some industries are better than others at giving Canadian consumers an experience that creates and sustains their loyalty (see Figure 2). Canada’s CX landscape is also more competitive in some industries than it is in others: The gap between the leader and the laggard brands’ scores is widest for TV service providers, airlines, and retailers and narrowest for auto manufacturers and auto and home insurance providers. At a high level, the data that we collected from more than 30,000 Canadian consumers revealed that:

■ No brands had standout performances, good or bad. Based on the distribution of CX Index scores, we grouped all 195 brands into buckets ranging from very poor to excellent (see Figure 3). The good news is that no brands fell into the very-poor category. The bad news is that none achieved excellent scores either. The majority of brands — 57% — clustered in the middle. Another 13% landed in the poor category, and 29% qualified as good.

■ Financial services industries took the top four slots. When we sorted the 15 industries based on industry-average CX Index scores, we found that the investment, auto and home insurance, and credit card industries lead the Canadian CX market; banks tie with digital-only retailers for fourth. These results are similar to the trend we saw in the US, with the exception of digital-only retailers. In the US, this unique group of retailers edged out the financial services industries by a slight margin.4

■ Travel and telecommunications industries landed at the bottom. TV service providers, rental car providers, wireless service providers, and airlines did the worst in our CX Index. Interestingly, CX quality affects loyalty more in the rental car industry than in any other industry in our study.5




Figure 2 2015 Canadian Industry Rankings Based On The Industry-Average CX Index™ Score


Very poor Poor OK Good Excellent

Source: Forrester’s North American Consumer Customer Experience Index Online Survey, 2014

Base: 31,309 Canadian online adults (ages 18+) who interacted withat least one industry in the past 12 months

(bases vary by industry)

Investment �rms

Auto and home insurance providers

Credit card providers

Banks

Digital-only retailers

Hotels

Auto manufacturers

Mobile device manufacturers

PC manufacturers

Traditional retailers (stores and digital)

Internet service providers

TV service providers

Rental car providers

Wireless service providers

Airlines

= Industry average = Individual company score




Figure 3 The Distribution Of Brand-Level Scores In The 2015 CX Index™


USCanada

Base: 195 Canadian brands scored by online adults (ages 18+) and 299 US brandsscored by online adults (ages 18+) in Forrester’s Customer Experience Index, Q1 2015


Very poor Poor OK Good Excellent0%2%

13%

19%

57%52%

29%26%

0%1%

Distribution of CX Index scores: Q1 2015

MOsT CX LeaDeRs IN CaNaDa aRe CaNaDIaN BRaNDs

The nine highest-scoring brands in the Canadian CX Index span a range of industries, including digital-only retailers, hotels, banks, mobile device manufacturers, investment firms, and auto and home insurance providers (see Figure 4). Examining this group of elite CX performers shows that:

■ Canadian-based companies dominate the list. Slightly fewer than half of the brands in the 2015 Canadian CX Index are headquartered in Canada, but eight of the nine high scorers are Canadian brands. Of the non-Canadian brands that appeared in both of our US and Canadian studies, 83% failed to do as well north of the border as they did south of it.

■ Fairmont Hotels & Resorts and Well.ca tie for the top spot. Digital-only health and wellness products retailer Well.ca tied for No. 1 in our benchmark, beating out industry giants Amazon and eBay. It shared the top spot with Fairmont, a well-known Canadian hotel brand. One reason that these two brands bubbled to the top is that they deliver far more positive experiences than negative ones: On average, Well.ca delivers 19 positive experiences for every negative one, while Fairmont’s positive-to-negative ratio is even higher at 46:1. This is key given that in most industries, emotion trumps ease and effectiveness in its ability to influence customers’ loyalty. It’s also worth noting that both are privately held companies, free from shareholders’ often-obsessive focus on quarterly performance. The same was true of nine of the top 15 brands in the US benchmark.





Top brands: Canada Customer Experience Index, 2015

Base: 31,309 Canadian online adults (ages 18+) who have interacted with the brands in the past 12 months(bases vary by brand)


Well.ca

Fairmont Hotels & Resorts

The Shopping Channel

1

1

3

Rank Brands

Amazon (mobile device manufacturer)3

5 ATB Financial

5 RBC Wealth Management

7 The Co-operators

7 Investors Group

7 RBC Financial Planning

■ RBC makes it into the list of high scores twice. Both RBC Wealth Management and RBC Financial Planning appear on the Canadian CX leaderboard. In the US, only financial services firm USAA made it onto the best-of-the-best list in more than one industry (four, to be exact).

Figure 4 The Highest-Scoring Brands In Forrester’s Canada CX Index™, 2015

Industry-specific Leaderboards Reveal some surprises

While a few ambitious companies aspire to deliver the best customer experience across all industries, most firms just aim to lead their own industry (see Figure 5). We looked to see who achieved that goal this time around and found that (see Figure 6):

■ The big five banks face stiff competition from ATB Financial and The Co-operators. While big five financial brands took the top spots in the credit card and investment industries, Alberta-based ATB Financial beat them all in banking. And The Co-operators beat out all other auto and home insurance brands. Notably, RBC took last place in that industry, in stark contrast to its strong performance among credit card and investment customers.

■ HSBC, Rogers, and Vidéotron performed consistently, but that’s not always a good thing. Unlike RBC’s inconsistent showing, Vidéotron did consistently well, taking the top spot in all of the industries in which it competed (TV and wireless service). Rogers was consistent, too, but not in a good way. It took last place in all three telecom industries — Internet, TV, and wireless. HSBC suffered a similar fate, bringing up the rear among both banks and credit card providers.




■ Three credit card providers tied for first. RBC shared the top spot in the credit card industry with Desjardins and National Bank of Canada. This clustering indicates parity among credit card providers when it comes to CX: Of the 15 industries in our study, only two had a smaller gap between the highest and lowest brand scores.

■ WestJet led airlines by making employees “owners.” WestJet tops the airline industry, edging out Air Canada, Air Transat, and American Airlines. That performance likely stems, in part, from the fact that 86% of its employees own shares in the company through a generous share-purchase program.6 But it’s not just that. WestJet executives set the CX bar high with their own behavior. Some use the public-address system to introduce themselves on flights and encourage passengers to give them direct feedback. The airline’s president sometimes helps flight attendants with food and beverage service when he’s on the plane. And on the day that WestJet started charging passengers for their first checked bag, executives fanned out to airports to support the frontlines as customers reacted to what they knew would be an unpopular business decision.

Figure 5 Executives’ Goals For CX Programs, 2015


Source: Forrester’s Q4 2014 Global Customer Experience Peer Research Panel Online Survey

Base: 126 global customer experience professionals

To be a CX leaderacross all industries

16%

To be the CX leaderin our industry

57%

To have CX that is at paritywith other companies

in our industry24%

“How would you describe your executive team’s goals for the customerexperience program?”

Don’t know3%




Figure 6 The Highest-And Lowest-Scoring Brands In Each Industry, Canada CX Index™, 2015


Industry

Airlines

Auto/home insurance providers

Auto manufacturers

Banks

Credit card providers

Hotels

Internet service providers

Investment �rms

Mobile device manufacturers

Digital-only retailers

PC manufacturers

Rental car providers

Traditional retailers(stores and digital)

TV service providers

Highest-scoring brand(s)

WestJet

The Co-operators

GMC, Subaru (tie)

ATB Financial

Desjardins, National Bank ofCanada, RBC Royal Bank (tie)

Fairmont Hotels & Resorts

TekSavvy

RBC Wealth Management

Amazon

Well.ca

Apple

Enterprise Rent-A-Car

Chapters/Indigo, MountainEquipment Co-operative (tie)

Vidéotron

Lowest-scoring brand(s)

United Airlines

RBC Insurance Services

Dodge, Jeep (tie)

HSBC

HSBC

Econo Lodge

Rogers Communications

Scotia iTrade

HTC

Shop.ca

Toshiba

Ace Rent A Car

Zellers

Rogers Communications

Base: 31,309 Canadian online adults (ages 18+) who have interacted with the brands in the past 12 months(bases vary by brand)


Wireless service providers Vidéotron Bell Mobility,Rogers Wireless (tie)

CaNaDa aND THe Us aRe sIMILaR, BUT NOT THe saMe

Because both countries share the longest undefended border in the world, people often view the US and Canada as very similar. And our data shows that when it comes to CX, that’s somewhat true: Many brands elicit the same degree of loyalty in both markets. But that’s not always the case. We compared CX scores across the two countries for all brands that compete in both and found that:

■ Many foreign brands struggle to satisfy Canadian consumers. As mentioned earlier, 83% of non-Canadian brands scored lower in the Canadian CX Index than they did in the US CX Index. For example, Jeep ranked in the top half of auto manufacturers in the US, but in Canada, it shared the last spot with Dodge. Target — which recently retreated from Canada — turned in subpar scores in Canada but ranked in the top half of traditional retailers in the US.




■ Canadian companies had mixed performance in the US. Turning the tables, we looked at how well Canadian brands scored at home versus how they scored in the US market. While Fairmont was the best of the best in Canada, it fell in the middle of the pack in the US alongside brands like Holiday Inn and Sheraton. TD Bank performed roughly as well in the US as it did in Canada. Meanwhile, Air Canada got lower CX Index scores in Canada than it did in the US market.

■ Amazon, Apple, and Enterprise lead on both sides of the border. In both the US and Canada, Apple takes first prize among PC manufacturers. Amazon’s Kindle grabbed the top spot among mobile device manufacturers, ahead of Apple, in both markets. Enterprise Rent-A-Car, which is a privately held company just like Fairmont and Well.ca, topped the rental car ranks in both the US and Canada.

R e c o m m e n d at i o n s

Use THe CX INDeX TO IDeNTIFy CX IMpROveMeNTs THaT BOOsT ReveNUe MOsT

You know the topline results of our Canadian CX Index. Now what? To get the most out of this benchmark data, CX professionals need to:

■ Understand what the CX Index actually measures, compared with other metrics. A range of metrics capture customers’ perceptions of their interactions with brands, such as ACSI, J.D. Power, and Net Promoter Score.7 But these metrics measure different things. For example, Net Promoter Score measures how likely it is for customers to recommend the company to a friend or colleague. While other metrics measure business outcomes that CX affects, the CX Index measures CX quality directly. CX and outcome metrics are two different animals, and firms need both to determine the health of their customer experience.8

■ Know the scores and, more importantly, the reasons behind them. Scores tell firms how they’re doing, but not why or how to improve. The CX Index is not just a ranking. It measures how companies perform on the 25 drivers of CX quality that are most important in each industry, such as speedy problem resolution, making customers feel valued, and clear communication.9 Forrester combined brands’ scores on these drivers with customer loyalty data to identify the drivers that are most likely to boost revenue, if improved.10 The CX Index guides prioritization efforts and helps customer experience pros identify the CX improvements that will generate the greatest return on investment.

■ Take the CX-loyalty dynamics of your industry into account. In every industry, CX quality has an impact on customer loyalty. However, the degree to which CX quality affects loyalty varies. In Canada, CX quality has the weakest effect on loyalty for credit card providers and banks. On the other end of the spectrum, CX has a much stronger impact on loyalty for rental car companies and airlines. Also, CX affects different types of loyalty depending on the industry.11 For example, we found no relationship between customer experience




and direct revenue streams in the credit card industry; customers who rate the experience highly for a credit card provider do not spend more on their card than their unhappy peers, although they are more likely to recommend those cards. But the correlation is much clearer for retailers where we found that customers who gave higher CX Index scores indicated that they would spend more in the future versus their less satisfied counterparts.12

sUppLeMeNTaL MaTeRIaL

survey Methodology

Forrester conducted the North American Consumer Customer Experience Index Online Survey, 2014, an online survey fielded in November and December 2014 to 46,482 US individuals and 31,313 Canadian individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 46,482 in the US and N = 31,313 in Canada), there is 95% confidence that the results have a statistical precision of plus or minus 0.5% of what they would be if the entire population of US adults who are online weekly or more often had been surveyed and plus or minus 0.6% of what they would be if the entire population of Canadian adults who are online weekly or more often had been surveyed. Forrester weighted the data by age, gender, income, broadband adoption, and region to demographically represent the adult US and Canadian online populations. The survey sample size, when weighted, was 46,465 in the US and 31,309 in Canada. (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 answers three key questions. How good is a company’s current customer experience? Why is the customer experience quality what it is? What should a company do to improve? The CX Index captures universal and industry-specific drivers and identifies, through advanced analytics, the drivers that have the most impact on the CX Index score and revenue to help companies focus investments in the right place. Forrester collects CX Index data on more than 900 brands in 18 industries across eight key markets (Australia, Canada, China, France, Germany, India, the UK, and the US). If you wish to find out more details regarding Forrester’s CX Index data and services or how you can leverage the methodology, please contact your account manager or [email protected].

External citations, unauthorized reproduction, and distribution of any parts of this report are prohibited without prior written consent from Forrester.




eNDNOTes1 For the past seven years, Forrester has used its CX Index to benchmark how consumers rated their

interactions with hundreds of brands in the US and, more recently, in Europe and China. Now we’ve refined the CX Index in major ways. In this enhanced methodology, CX Index scores link customers’ perceptions directly to business value. The CX Index has also expanded from a single metric into a framework that delivers deeper insights into what matters most in the CX loyalty equation. Companies can use this new framework as a foundation for their CX measurement programs and as a tool to inform all aspects of their CX efforts. See the “Introducing Forrester’s Next-Generation Customer Experience Index” Forrester report.

2 Source: Jim Tierney, “Best Buy Canada Wants to Optimize Customer Experience,” Loyalty360, April 2, 2015 (http://loyalty360.org/resources/article/best-buy-canada-optimize-customer-experience).

3 Source: David Friend, “Rogers Vows To Fix Confusing Billing System, Improve Customer Service,” The Huffington Post, April 21, 2015 (http://www.huffingtonpost.ca/2015/04/21/rogers-billing-process-i_n_7111238.html).

4 Three-quarters of companies want to improve their CX in 2015. Forrester’s first US CX Index benchmark of 2015 sets the baseline that will tell 299 US brands in 18 industries how they’re doing. We’ll then gauge improvement in round No. 2 of the US CX Index in September 2015. CX professionals can use this report to inform their ongoing improvement efforts. We reveal the top performers in the US as well as the specific brands that you need to beat to take over first place in your own industry. We also share some of what this data tells us about the role that emotion plays in CX and the link between CX quality and revenue in the industries that we studied. For more information, see the “The US Customer Experience Index, Q1 2015” Forrester report.

5 Among rental car companies, CX quality explains 74% of the variation in loyalty.

6 WestJet employees can contribute up to 20% of their pay to the share-purchase program. The airline matches 100% of that individual contribution with company money. Source: Julie Schaeffer, “How WestJet Keeps Customer Service Sky-High,” Advantage Magazine, January/February/March 2014 (http://advantagemagazine.ca/2013/how-westjet-keeps-customer-service-sky-high/).

7 Net Promoter and NPS are registered service marks, and Net Promoter Score is a service mark, of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

8 The American Cancer Society used both outcome metrics and CX metrics to find the point of diminishing returns. For more information, see the “The US Customer Experience Index, Q1 2015” Forrester report.

9 Some of the drivers in the CX Index vary by industry, while others like those listed here are industry-agnostic. To learn more, see the “What Drives A Profitable Customer Experience” Forrester report.

10 These models take into account the different revenue streams in each industry — for example, interest and fees for credit card companies and add-on purchases for hotels. They can also tailor the analysis to each individual brand by customizing inputs like average revenue per customer per year, which can vary.

11 In Canada, CX quality accounts for 42% of the variance in loyalty for credit card providers and 49% for banks. On the other end of the spectrum, CX explains 74% of the variance in loyalty for rental car companies and 71% for airlines.

12 To learn more, see the “How Customer Experience Drives Revenue: A New And Improved Look” Forrester report.









AirlinesAir CanadaAir Canada JazzAir TransatAlaska AirAmerican AirlinesBritish AirwaysDelta Air LinesLufthansaSouthwest AirlinesSunwing AirlinesUnited AirlinesWestJet

Auto And Home Insurance ProvidersBCAAbelairdirectThe Co-operatorsDesjardinsEconomical Insurance Intact Insurance RBC Insurance Services State Farm InsuranceTravelers (formerly The Dominion

of Canada General Insurance)

Auto ManufacturersAcuraBMWChevroletDodgeFord MotorGMCHondaHyundaiJeepKia MotorsMazdaNissanSubaruToyotaVolkswagen

BanksATB FinancialBMO Bank of MontrealCIBCDesjardinsHSBC

National Bank of CanadaPresident’s Choice FinancialRBC Royal BankScotiabankTangerine BankTD Canada Trust

Credit Card ProvidersAmerican ExpressBMO Bank of MontrealCanadian Tire Financial ServicesCapital One CanadaCIBCDesjardinsHSBCNational Bank of CanadaPresident’s Choice FinancialRBC Royal BankScotiabankTD Canada Trust

Digital-Only RetailersAmazonBeyond the RackeBayGrouponLivingSocialNeweggOverstockShop.caThe Shopping ChannelWell.ca

HotelsBest WesternClarion HotelsComfort InnCourtyard by MarriottCrowne PlazaDays InnDelta Hotels and ResortsDoubleTree by HiltonEcono LodgeEmbassy Suites HotelsFairmont Hotels & ResortsHampton Inn & SuitesHilton Garden InnHilton Hotels & ResortsHoliday InnHoliday Inn Express

Hyatt Hotels & ResortsLa Quinta Inn & SuitesMarriott Hotels & ResortsMotel 6Quality Inn & SuitesRamada WorldwideSheraton Hotels & ResortsSuper 8TravelodgeWestin Hotels & ResortsWyndham Hotels & Resorts

Internet Service ProvidersBell AliantBell CanadaCogecoEastlinkManitoba Telecom Services (MTS)Rogers CommunicationsSaskTelShaw CommunicationsTekSavvyTelusVidéotron

Investment FirmsBMO Nesbitt BurnsCIBC Financial PlanningCIBC Investor’s EdgeInvestors GroupRBC Direct InvestingRBC Financial PlanningRBC Wealth ManagementScotia iTradeScotiaMcLeodTD Direct InvestingTD Wealth Financial Planning

Mobile Device ManufacturersAcerAmazonAppleBlackBerryGoogleHTCKoboLGMicrosoftSamsung

Customer experience Index, Canadian Brands




PC ManufacturersAcerAppleAsusDellGatewayHP/CompaqLenovoSamsungToshiba

Rental Car ProvidersAce Rent A CarAlamo Rent A CarAvis Rent A CarBudget Rent A CarDollar Rent A CarEnterprise Rent-A-CarHertz Car RentalNational Car Rental

Traditional Retailers (Stores And Digital)Babies R USBest BuyCanadian TireChapters/IndigoCostco WholesaleFuture ShopGapHallmark CardsHome OutfittersHudson’s Bay (formerly The Bay)Lowe’sMountain Equipment Co-operativeOffice DepotOld NavyPetSmartReal Canadian Superstore (RCSS) Réno-DépôtRexallRonaSears Shoppers Drug Mart/Pharmaprix SportChek Staples/Bureau en Gros TargetThe Home DepotThe Source Toys R UsWal-MartWinnersZellers

TV Service ProvidersBell AliantBell CanadaBell Fibe TVBell Satellite TVCogecoEastlinkManitoba Telecom Services (MTS)Rogers CommunicationsShaw CommunicationsShaw DirectTelus Optik TVVidéotron

Wireless Service ProvidersBell MobilityFido SolutionsMobilicityMTS MobilityPublic MobileRogers WirelessTelus MobilityVidéotron

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About ForresterGlobal marketing and strategy leaders turn to Forrester to help

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