Dec 3: With no brand achieving excellent performance, and only three brands moving up to provide good customer experience compared with 9 that did so in 2017, the quality of customer experience (CX) has started to plateau in India. This has been revealed by Forrester’s 2018 Customer Experience Index (CX Index) data.
The findings are based on a survey of more than 9,000 Indian online adult consumers in 2018, Forrester’s CX Index measures. The study ranks 36 brands in India across six industries to identify how well a brand’s customer experience strengthens the loyalty of its customers.
According to a report, findings of the fourth annual study in India show that while the quality of customer experiences in the country continues to improve, the rate of improvement is slowing down. Of the 36 brands, just five had a statistically significant rise in their scores, compared with 20 last year. In 2017, no brand saw its score fall, whereas this year three brands’ scores dropped significantly. Additionally, emotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry.
Forrester’s CX Index reveals the companies that are recognized as best in their industries, with the following companies named leaders in their respective fields: Bharti AXA (auto and home insurers); HDFC Bank (banks); American Express (credit card issuers); Koovs.com (digital retailers); and Ezone (multichannel retailers).