For Customer Experience Professionals

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	January 5, 2009 The US Hispanic Customer Experience Index, 2008 US Hispanics Rate The Customer Experience Of 37 Large US Companies by Tamara Barber with Bruce D. Temkin, Elise Godfrey

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Executive Summary

Forrester asked 3,073 online Hispanic adults about their interactions with 37 large US firms in three industries, and we gauged the usefulness, usability, and enjoyability of these interactions. Based on these responses, we calculated the Customer Experience Index (CxPi) of these companies. The results? While many firms on our list may say they value the Hispanic market, most fail to provide good customer experience. Amazon.com, and Barnes & Noble are the exceptions, with the highest CxPi scores; financial services firms have the lowest scores. Given the stiff competition for market share among this demographic, firms need to make customer experience a priority for reaching Hispanics and chart a course toward Experience-Based Differentiation.

TABLE OF CONTENTS

• Amazon And Barnes & Noble Lead The 2008 Hispanic Customer Experience Index

RECOMMENDATIONS

• Make Customer Experience A Top Priority
• Supplemental Material
• Related Research Documents

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