Forbes’ second annual Customer Experience All-Stars list, which will be unveiled on February 20, ranks the 300 brands that U.S.-based consumers rated highest with respect to quality, services and treatment of customers. Produced in partnership with the data analytics company HundredX, the list derives from an extensive online survey of 175,000 consumers throughout 2023 that gathered more than 4 million multidimensional ratings of 3,100 unique brands.
Below is more information about the methodology, data analysis and ultimate ranking of companies.
CATEGORIES EVALUATED
- Customer Satisfaction. All brands are rated in primary categories such as quality, perceived value, and trust. Other categories are tailored to a specific sector or product—for example, streaming services like Netflix and Hulu are evaluated by breadth of content and ease of use, while insurance companies are rated by claims processing and product offerings.
- Customer Satisfaction vs. Industry. Brands are also compared to others in their sector to control for the degree to which some industries are generally viewed more positively than others—restaurants, for example, being inherently more popular than cable companies.
- Treatment of Customers. Categories include attitude and honesty of employees/representatives, ease of customer service, and more.
ELIGIBLE COMPANIES
All worldwide brands and companies that do business in the United States are eligible—whether based in the U.S. itself (e.g., Jeep or General Mills) or elsewhere (Japan-based Toyota). Because some parent companies’ products are similar or belong to an ecosystem—Apple’s iPad, iPhone, Watch, etc.—companies are limited to a maximum of three products on the list.
THE SURVEY
Conducted from January through December 2023, the survey included 175,000 total respondents and 4 million total reviews.
SCORING
Each company’s final score is a weighted average of its sub-score in Customer Satisfaction, Customer Satisfaction vs. Industry, and Treatment of Customers. A minimum of 1,000 reviews were required for a brand to be eligible for the list.
ABOUT HUNDREDX
HundredX is a Dallas-based data analytics company that specializes in measuring and analyzing consumer behavior. It attracts survey respondents by donating about $2 per review to a nonprofit they support. The company has given away about $20 million over three years.
As with all Forbes lists, companies pay no fee to either participate in the research or make this list.
LAST YEAR’S LIST
The 2023 Customer Experience All-Stars list can be found here. The feature story on the list is here.