Forrester’s 2024 Canada Customer Experience Index: Canadian Brands’ CX Quality Hits Its Lowest Point
18 6월 2024 - 10:58PM
Business Wire
Nearly 60% of brands in the region see a
decline in CX quality over the past year
Forrester’s (Nasdaq: FORR) Canada Customer Experience Index (CX
Index™) rankings reveal that the average CX quality among Canadian
brands has fallen to its lowest point following a second
consecutive year of decline. In addition to nearly 60% of brands
and eight industry averages decreasing in CX quality over the past
12 months, brands in Canada are struggling to connect with
customers emotionally. One of the main contributors to this
declining trend is brands neglecting to prioritize employees’
well-being and needs, which in turn leads to poor customer
experiences. Additionally, inept conversational interfaces and
chatbots are resulting in poor digital CX.
In 2024, five of the six “elite” brands — the top 5% of brands
in the entire CX Index — are new, including Acura, Chrysler, La
Maison Simons/Simons, Mercedes-Benz, and RBC Dominion Securities.
Only PetSmart maintained its elite status from 2023 — the other
brands saw statistically significant losses that dropped them below
the elite threshold.
The luxury auto manufacturer industry is the only industry to
see its CX quality average improve, while the utilities industry
experienced the biggest drop in CX quality average over the past
year.
“CX quality among brands in Canada is at an all-time low,” said
Rick Parrish, VP and research director at Forrester. “Currently,
few brands understand the full extent of damage they are doing to
themselves when they fail to focus on their employees, who are
ultimately responsible for delivering positive experiences to their
customers. In addition to upleveling conversational interfaces,
brands must earn their customers’ long-term trust and loyalty.”
Conducted for the ninth year in a row, Forrester’s Customer
Experience Benchmark Survey, which collects data to calculate
Forrester CX Index scores, is based on more than 43,300 Canadian
customers across 110 brands and 10 industries. Forrester’s
proprietary Customer Experience Index methodology provides the data
and insights needed to assess CX quality, understand how CX impacts
loyalty intentions, and prioritize improvements that drive revenue.
Even a minor improvement to a brand’s customer experience quality
can add tens of millions of dollars of revenue by reducing customer
churn and increasing share of wallet.
Forrester’s CX Index rankings and results reports are accessible
within the Forrester Decisions portfolio of research services.
Clients of Forrester Decisions services for Customer Experience,
B2C Marketing Executives, and Digital Business & Strategy have
access to the CX Index annual benchmarking exercise to help
prioritize improvements based on industrywide trends and impact on
customer loyalty.
Resources:
- Read more about the results of Forrester’s 2024 Canada CX
Index, and download Forrester’s Canada 2024 CX Index report (client
access required).
- Visit here to discover previous Forrester Customer Obsession
Award winners.
- Explore Forrester Decisions services for Customer Experience,
B2C Marketing Executives, and Digital Business & Strategy.
About Forrester Forrester (Nasdaq: FORR) is one of the
most influential research and advisory firms in the world. We help
leaders across technology, customer experience, digital, marketing,
sales, and product functions use customer obsession to accelerate
growth. Through Forrester’s proprietary research, consulting, and
events, leaders from around the globe are empowered to be bold at
work — to navigate change and put their customers at the center of
their leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; more
than 100 million real-time feedback votes; and the shared wisdom of
our clients. To learn more, visit Forrester.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240618492136/en/
Ira Kantor ikantor@forrester.com
Forrester Research (NASDAQ:FORR)
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