Relationships & Revenue

The Three Must-Ask Customer Experience Questions

Sam Frentzel-Beyme Follow Managing Partner & Strategy Director

The Short of It

  • How enjoyable are you to do business with?
  • How easy are you to do business with?
  • How effective are you at meeting your customer's needs?

Forrester’s Customer Experience Index, 2013 lists those companies that provide the highest levels of experience for their customers. Some of the top winners based on results gathered at the end of 2012 include known names like Marshalls, USAA, and Southwest along with some lesser known companies like US Cellular

What does it take to build great customer experience? Here’s the three key questions Forrester Research uses to find out:


But isn’t customer experience getting better overall? Yes and no. While customer experience scores have improved between 2007 and 2013, Forrester shows that over 60% of brands surveyed today got only a rating of OK, poor, or very poor, which means there is still a lot of room for improvement.

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