For Customer Experience Professionals

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	February 17, 2010 Customer Experience Index 2010: PC Manufacturers Apple Once Again Tops The List Of PC Manufacturers, But Declines From 2008 by Bruce D. Temkin with William Chu, Shelby Catino	Average: 9  (2 ratings)

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Executive Summary

Forrester asked more than 4,600 US consumers about their interactions with a variety of companies, scoring those experiences in three areas: meets needs, easy to work with, and enjoyability. Based on these consumer responses, we calculated Forrester's third annual Customer Experience Index (CxPi) — ranking 133 firms in 14 different industries. In this document, we examined the six PC manufacturers on the list. For the second year in a row, Apple took the top spot, and Dell came out on the bottom. But that's not the whole story. Apple actually declined the most since 2008, while Hewlett-Packard and Dell made solid gains. Since a modest improvement in customer experience can generate hundreds of millions of dollars in incremental revenue, PC manufacturers should accelerate their journey to Experience-Based Differentiation (EBD) in 2010.

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