Trends Report

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

Quantifying Cultural Bias In Customer Experience

April 12th, 2017
KS
Kyle Steinhouse
With contributors:
Joana de Quintanilha , Reineke Reitsma , Gina Fleming , Theresa Pappafotopoulos , Xiaotong Duan

Summary

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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