Something is fishy here.
It was the only manufacturer to garner an "excellent" rating of 91 for Kindle customers.
(emphasis added)
If Amazon's score is for a specific product/product family, then it is likely that the entire graph is showing not companies' overall customer experience, but the customer experience of
specific product lines.
Of course, the underlying report (and its methods) are behind a $499 paywall, but hey,
here's a blog about the release of the report. Let's read, shall we?
The top spot this year went to Amazon, but not for its score in the retail category. Amazon earned an Index-leading score of 91 for its debut in the consumer electronics manufacturer category (for the Kindle). I guess thats what happens when one of your companys core principles is to obsess about customers. (Its also worth noting that our study happened to coincide with the launch of the Kindles innovative Mayday feature and corresponding ad campaign.)
(emphasis added)
Well, what do you know? Yep, that's not Amazon's overall rating. It's their rating
only for the products they manufacture themselves: Kindles. Oh, and by the way. they just happened to be hotly advertising customer experience at the time Forrester took this survey. Oops.
So what do those lines for Sony, Samsung, and Apple represent? Are those also limited to specific product lines (e.g. Playstation, Galaxy, iPhone) and/or specific categories of business (e.g. retail sales experience, customer support experience)?
We may never know, because hey - the "science" is behind a paywall. We don't even get a key enabling us to properly understand and interpret the graph.
But gosh, isn't it fun to take a graph out of context and talk about it as if it has the weight and significance of holy scripture?
Dear internet media, stop with the innumeracy and the lack of skepticism. You're hurting America.