Best Practice Report

Expectations And Experiences: The Impact Of Your Customers’ Expectations On CX Quality

May 26th, 2020
With contributors:
David Truog , Michelle Yaiser , Clarissa Skinner , Ben Salamin , Shayna Neuburg


Achieving excellent customer experience (CX) requires exceeding expectations — Forrester’s Customer Experience Index (CX Index™) data proves it. There is a moderate correlation between how well brands meet expectations and the quality of their CX. In fact, Forrester’s CX Index shows a brand that exceeds expectations is 22.5 times more likely to be given an excellent CX Index score than a firm that does not meet them. But most firms are barely meeting customer expectations at best. This report explains the origins of expectations, their effects, and how to manage them, so that CX pros can steer their companies toward exceeding their customers’ expectations for CX excellence.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.