updated 09:50 pm EST, Wed January 13, 2010
Forrester sees Amazon, Barnes leading
A new Customer Experience Index published this week by Forrester has given Apple the lead in computers but still well behind others in service. As a company, Apple has reached an overall rank of 35th in shopper satisfaction and is significantly ahead of Windows PC builders: its closest rival is HP, at a distant 62nd place. Further down are Toshiba at 71st place followed by Acer (79th), HP's sub-brand Compaq (89th) and Dell (97th).
The iTunes Store, however, sits at 46th and is significantly lower than other online retailers. Bookseller and Nook creator Barnes & Noble leads the entire chart, while Amazon claims 4th place; eBay is at 14th. Companies that specialize in service, such as hoteliers, retailers and shipping outlets, were on average more likely to score favorably (above 80 percent) while telecom firms scored poorly.
The communications results were mirrored in the negative perception of AT&T's data network. Issues with overloading led the company to trail behind those well-known for service, such as T-Mobile and Verizon, and only trumped the regional carrier Alltel.
Forrester's study was dictated by several factors, including both a given company's ability to meet customer goals as well as the ease of service and the overall pleasure of the experience. [via BusinessWeek]