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For Customer Experience Professionals

What Drives A Profitable Customer Experience

The Most Critical Factors In The CX-Loyalty Equation Across 17 Industries

June 27, 2014

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Why Read This Report

Firms have no shortage of ideas on how to improve customer experience (CX). What many haven't had is a good way to prioritize those ideas — until now. Forrester recently conducted a survey of thousands of consumers to answer the question: "What kind of an experience should you deliver to maximize customer loyalty?" The results of our analysis form the foundation of a new and improved Customer Experience Index (CXi) methodology, which we've evolved from a single metric to a comprehensive framework for CX benchmarking and prioritization. This report outlines the key findings from our analysis of the top 25 CX and loyalty drivers in 16 industries and the federal government sector. It also shows how firms can use the new CXi framework to see which experiences will do the most to create and sustain customer loyalty.

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Table of Contents

  • Customer Experiences Have Gotten Better But Few Have Become Great
  • To Profit, Brands Must Deliver On What Customers Care About Most
  • The CXi Helps Optimize Return On Customer Experience Investment
  • RECOMMENDATIONS

  • Combine Left- And Right-Brain Techniques To Find The Ideal Experience
  • Supplemental Material
  • Related Research Documents

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