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For Customer Experience Professionals

Cultural Bias In CX Studies: Real, But Not As Relevant As You Think

Quantifying Cultural Bias In Customer Experience

April 12, 2017

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Why Read This Report

Improving customer experience (CX) is a vital business priority. But for global brands, measuring and reporting CX can be tricky. Are intercountry differences in CX metrics due to cultural biases or are they true CX differences? This report outlines the results from our modeling exercise to measure the effect that country plays on Forrester's CX Index™ results, controlling for demographics, consumer attitudes, and key drivers of CX. It will help CX pros better understand the difference in their CX results across countries, giving guidance on what matters most and where to improve first.

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Table of Contents

  • Cultural Bias Adds A Layer Of Complexity To CX Research
  • Recommendations

  • Focus Less On Global Comparisons And More On CX
  • Supplemental Material
  • Related Research Documents