Forrester has revealed its 2017 UK Customer Experience Index (CX Index™) results, with key findings presented in a new report published on November 13. These results are based on a survey of more than 9,020 individuals aged 16 and older in the UK, measuring and ranking the CX quality of 36 UK brands including Aviva, Barclays Bank, and Marks & Spencer. The CX Index revealed that the quality of customer experiences in the UK dipped between 2016 and 2017.
Here are some of the key takeaways from the report:
- Brands are struggling to improve. Just under half of studied brands sank in their customer experience rankings, with only John Lewis and Marks & Spencer remaining in the same position as last year.
- Only three types of brands exist in the UK now. With over two-thirds of UK brands scored as OK, Forrester claims that only three types of brands now exist in the UK market: languishers, lapsers, and locksteppers. To combat these labels, brands must look to leverage customer emotions, making customers feel valued to drive loyalty across multiple industries.
- Brands need to focus on emotion to become a CX leader. Emotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry. The top five brands provided an average of 16 emotionally positive experiences for each negative experience. in contrast, the bottom five brands provided only seven emotionally positive experiences for each negative experience.
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