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A fifth of brands have let customer experience quality slide in 2022

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The latest Forrester Customer Experience Index rankings reported the highest proportion of brands to drop in one year since the inception of the survey seven years ago.

7th Jun 2022
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New data from research & advisory firm Forrester indicates that customer experience quality has fallen for 19% of brands in 2022 - taking CX quality back to early 2020 levels. 

The latest US 2022 Customer Experience Index rankings reported the highest proportion of brands to drop in one year since the inception of the survey seven years ago.

The report speculates that the dramatic drop is a result of a waning focus on customers - Forrester suggests that this year only 3% of US companies are 'customer obsessed' (i.e. putting customers at the centre of their leadership, strategy, and operations), representing a decrease of 7% from the previous year.

Elsewhere, industries such as airlines, auto manufacturers, and hotels also suffered losses in their average CX Index scores as a result of environmental factors like rising costs, supply issues, and staffing shortages.

The investment industry is the only industry to see CX improvement in 2022.

"CX quality in the US, which reached new heights in 2021, has fallen to pre-pandemic levels due to brands losing their customer focus," said Rick Parrish, VP and research director at Forrester. "This is unfortunate for businesses that survived the worst of the pandemic but are now losing CX-driven customer loyalty gains. For brands to regain CX momentum, leaders will need to refocus their behaviour on helping their companies become customer-obsessed."

Forrester recommends that brands also focus more on emotion - something that continues to be a key driver for delivering high levels of CX performance. 54% of customers who report positive emotions like feeling happy, valued, and appreciated are willing to forgive brands that make mistakes. 

Conducted for the seventh year in a row, Forrester's Customer Experience Benchmark Survey collects data to calculate Forrester CX Index scores, and is based on more than 96,000 US customers across 221 brands and 13 industries. 

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