Trends Report

What Drives A Profitable Customer Experience

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

June 27th, 2014
Megan Burns
Roxana Strohmenger
With contributors:
Maxie Schmidt-Subramanian , Rick Parrish , Emily Collins , Harley Manning , Carla O'Connor , Ryan Morrill


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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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.