Research: Credit Unions in Top 10 for Customer Experience

Credit unions were the only non-retailer brand in the top 10 spots in a new Forrester Research's 2007 Customer Experience Survey.

"A credit union" clocked in as the No. 5 brand, sharing the limelight with Costco, Borders and Barnes & Noble. According to Forrester:

Credit unions and Borders come in first for ease of use. Led by credit unions and Borders, 33 firms received a rating of “excellent” for their ease of use.

The Cambridge, Mass.-based Forrester asked nearly 5,000 consumers about their interactions with 112 firms in nine industries. Consumers weighed in on the usefulness, usability and enjoyability of those experiences, said Forrester.

Retailers dominated the survey's top 10 spots, while the bottom 10 included communications companies, healthcare providers--and banks.

Click here for Forrester's recap, published Nov. 28.