• Marketing Week, Friday, March 21, 2014 10:43 AM

The first Customer Experience Index from Forrester shows that retailers are leading the way, although no brand is considered "excellent" by British consumers. In fact, only six are considered "good." Brands were rated under various criteria such as convenience and meeting needs, leading to a score out of 100. Amazon topped the brand index with 81%, followed by M&S (79%), John Lewis (78%) and Debenhams (77%).

Retailers as a category performed best, with hotels and banks neck and neck a little further down. Much further down were mobile operators and television companies. Orange was at the bottom of the overall index with a score of 38%, and Vodafone fared only slightly better with a lacklustre 41%. 

Forrester warned brands that the results show that glossy advertising and marketing will never make up for a poor customer experience.

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