Benchmark Report

2022 Customer Experience Benchmarks, Canada

Low Differentiation Creates Innovation Opportunities

December 22nd, 2022
Pete Jacques, Principal Analyst
Pete Jacques Principal Analyst
With contributors:
Rick Parrish , Daniel Portillo , Shayna Neuburg

Customer experience (CX) quality within industries in Canada is becoming less differentiated in the eyes of consumers, according to seven years of Forrester’s Customer Experience Benchmark Survey data. Improvements by below-average brands are driving increases in industry averages more so than improvements by top-performing brands. Decreasing differentiation makes it more difficult for brands to stand out and creates opportunities for brands to innovate, experiment, and test new experiences.

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