Forrester’s Customer Experience Index shows that 2012 was a weak year for most companies. Consumers rated 61% of the brands they do business with as OK, very poor, or poor.
But the story was very different for some firms. Southwest Airlines, USAA, and Vanguard led their respective industries by wide margins, while value brands including Marshalls, Courtyard by Marriott, Sam’s Club, and Target dominated the “excellent” category. Their secret? They took proactive steps to boost their customer experience to the next level.