Havas Group’s X Index which measures the customer experience performance of brands, has in its latest report, found that while seamlessness, simplicity and efficiency are imperative to customer experience, brands must also now fulfil citizen expectations.

The 2022 report surveyed 50,000 consumers across nine markets including the US, UK, France, China, Brazil, Turkey, India, Portugal, and Spain and the performance of 500 brands.

According to the X Index India report parameters, the number one brand in the country is Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin, and JBL.

Fifty leading brands across 13 categories including retail, fashion, financial services, automotive, entertainment, hospitality, beauty, health, and more were studied from India for the study. What’s interesting is that among the six countries also surveyed a year earlier, only India registered a lower overall score in 2021 compared with 2020. The higher scores in the other five markets (China, France, Portugal, UK, and the US) point to rising satisfaction with the customer experience. What this means is that while most geographies were able to leverage the new normal to cement their CX and deliver on consumers’ rising expectations, Indian brands were not as agile.

The report finds that despite heavy customer experience investments by brands, there’s still room for improvement, with only a global average of 40 per cent of consumers thinking the brands they interact with are “centered on their needs as a customer.”

The X Index identified four key principles to create a best-in-class citizen experience for brands: 1) Trust comes first 2) Build an all-inclusive experience 3) Always be of service 4) Go the Extra Mile

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