Top 20 Customer Experience All-Stars of 2022

Top 20 Customer Experience All-Stars

by Braden Kelley

Recently Forbes and HundredX partnered together to produce a list for three hundred (300) customer experience all-stars utilizing an extensive online survey over the course of 2022, gathering 3.7+ million ratings of more than 2,220 unique brands.

121,000 respondents chose and rated the brands and products they view most positively across more than a dozen categories scoring the company’s products, services and treatment of customers.

The list at the link above can be searched for a specific company or sorted by brand category. If you want to see all 300, go there, but if you just want to see the Top 20 Customer Experience All-Stars, here they are:

  1. Buc-ee’s
  2. Chick-fil-A
  3. Toyota
  4. Costco
  5. In-N-Out Burger
  6. See’s Candies
  7. Trader Joe’s
  8. Chewy
  9. Lexus
  10. Publix Super Markets
  11. Honda
  12. Wawa
  13. Mario
  14. Dutch Bros. Coffee
  15. Zelda
  16. QuikTrip
  17. Marriott
  18. Apple iPad
  19. Wegmans Food Markets
  20. Cooper’s Hawk Winery & Restaurants

Here is an example of the first page of a brand survey from their methodology:

CX All Stars Survey Page 1

From here it goes into what’s good and not so good about the product, what’s good and not so good about the platform & company, and then digs into why the survey participant said certain items were good or not so good, before finishing with an open comments box and a rating of future usage and 10-point scale on likelihood of recommendation. People can rate up to seventy-five brands.


Customer Experience is incredibly important, and recently in my article Brewing a Better Customer Experience I laid out both the Seven Characteristics of a Great Customer Experience and also the Seven Steps to a Better Customer Experience. Both lists are available there as downloadable PDF flip books.

And while I disagree on certain elements of the methodology used to craft this list, particularly the comingling of brands and products together in the same list, it nonetheless helps to shine a light on the importance of focusing on delivering a great customer experience – and that’s a good thing.

People often underestimate the importance of customer experience in the success of any business. Luckily research has been done on the impact of customer experience on sales, and here are three of my favorites:

  • “86% of users are inclined to pay more for a great customer experience.” (source: Super Office)
  • “32% of customers “break up” with a favorite brand after one poor customer experience.” (source: Iperceptions)
  • “64% of buyers consider customer experience more important than price.” (source: Iperceptions)

Finally, very soon I will be publishing a series of new Customer Experience articles on the HCLTech Blog that will go into some of the next practices for customer experience research, personas, journey mapping, and experience improvement. I will introduce and link to them here, so stay tuned!

Image credit: Unsplash, HundredX

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