Top Online Customer Experience: Booksellers Take the Lead

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 |  Includes: AMZN, BBY, BGPIQ, BKS, CCTYQ, COST, ODP, RSH
by: Research Recap

Barnes & Noble (NYSE: BKS) replaced Costco Wholesale (NASDAQ: COST) at the top of Forrester Research’s online customer experience rankings in 2008, followed by Borders (NYSE: BGP) and Amazon.com (NASDAQ: AMZN).

Office Depot (NYSE: ODP) had the largest drop from 2007 and ended up in last place. Electronics retailers Best Buy (NYSE: BBY),Circuit City, (Pink Sheets: CCTYQ) and RadioShack (NYSE:RSH) wound up tied for the next-to-last spot among the 25 retail sites examined.

Forrester asked nearly 4,600 consumers about their interactions with a variety of companies, gauging the usefulness, usability, and enjoyability of those experiences. Based on these consumer responses, Forrester calculated the Customer Experience Index (CxPi) for 113 firms in 12 different industries.

Customer Experience Index 2008 Snapshot: Retail examines the 25 large retailers in the CxPi.