Predictions Report

Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response

November 8th, 2017
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Ryan Hart, null
Ryan Hart
TJ Keitt, null
TJ Keitt
Samuel Stern, null
Samuel Stern
Jennifer Wise, null
Jennifer Wise
With contributors:
David Truog , Harley Manning , Gabriella Zoia , Scott Ross , Rachel Birrell

Summary

CX quality has largely stalled. Why? Survey data shows that people interact with brands more, which means they have more experiences and form more perceptions. But the data also shows that trust in companies has dropped precipitously; customers say the way to build their trust is to listen to them more, offer higher-quality products and services, and treat employees better. Misleading and false statements amplified by internet technologies further damage trust. This report examines this trust crisis and predicts how smart companies will respond in 2018.

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