The Customer Experience Index ranked 175 brands based on the views of 7,500 consumers, and Amazon topped the pack, followed by Old Navy, Kohl’s, and Courtyard by Marriott.

Rival technology companies Sony, Microsoft, Samsung, HP, and Apple were in ‘a dead heat’ behind Amazon (Kindle) in the technology industry rankings, said Forrester.

Costco and Macy’s joined Amazon, Old Navy, and Kohl’s at the top of the retail rankings.

Those brands that previously ranked badly seem to be working to improve their customer experiences, as just 10% fell into the ‘poor’ category, compared to 17% in 2013.



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