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Southwest Tops Forrester Customer Experience Report

Forrester Research this week released its annual study ranking the customer experience at 175 large U.S. companies.

Results of the Customer Experience Index, 2014 study were based on respondents’ answers to three questions:

1. How enjoyable were they to do business with?

2. How easy were they to do business with?

3. How effective were they at meeting your needs?

Of the seven U.S. airlines included in the 2014 study, Southwest took the top spot and United ranked last. The scores, on a 100-point scale:

  • Southwest: 81
  • Delta: 79
  • JetBlue: 77
  • Alaska: 74
  • US Airways: 71
  • American: 71
  • United: 67

Although the rankings themselves remained mostly the same from 2013 to 2014, in some cases the scores changed dramatically. Of particular note were the improvements made by Delta, US Airways, and United. JetBlue was the only airline to backslide, but it only lost a few points year-over-year.

Reader Reality Check

How do Forrester’s results compare with your own experience with these airlines?

This article originally appeared on

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