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Forrester index says no firms in UK, Germany or France deliver “superior experience”

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30th Sep 2015
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Forrester’s 2015 Customer Experience (CX) Index for Europe has issued a warning that “no firm in the UK, Germany, or France delivers on superior experience”.

The global analyst’s conclusions have been drawn from the polling of nearly 14,000 consumer to measure and rank 203 large European brands across eight industries in the UK, six in Germany, and seven in France, based on the quality of their customer experience, and impact on customer loyalty.

Interestingly, financial services providers come out on top despite many other CX and satisfaction indexes painting a less than positive picture of this sector over the last 12 months, and a Collinson Group survey in March stating that 70% of financial sector boards did not prioritise customer experience.

Internet service providers and TV service providers are ranked bottom of Forrester’s index.

In the UK, 87% of the brands were OK or poor, compared with 84% in Germany. were rated either OK or poor. In France, 55% ranked poor -- and unlike the other markets, not a single brand offered a ‘good’ customer experience.

Among this year’s overall CX leaders are Nationwide Building Society, M&S Bank, and American Express in the UK; MAIF, Yves Rocher, and Credit Mutuel in France; and ING-DiBA, DKB, and DocMorris in Germany. Amazon is the only brand to rank as the highest-scoring digital-only retailer brand in all three markets.

“In an era where customer obsession is the best strategy for winning and retaining customers, the unfortunate reality is that no brands in the UK, Germany, or France are excelling at customer experience,” says Joana van den Brink-Quintanilha.

“Emotion - one of three core tenets of customer experience quality - has the biggest impact on driving customer loyalty,” she adds.  

“It is the biggest lever brands have to pull in the UK and Germany, as is true for the majority of industries studied around the globe. In France however, effectiveness actually trumps emotion as the biggest loyalty driver in three of the six industries studied.”

In April, fellow Forrester analyst, Qaalfa Dibeehi warned brands struggling to grapple with customer experience that they needed to do more to understand the psychology of emotional engagement, and that a superior CX was not possible without some level of associated emotional understanding.

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