Despite small gains, CX in the US has mostly stagnated

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2019, 3:00 PM UTC

Forrester’s 2019 US Customer Experience Index found that not a single organisation has achieved the ‘excellent’ category.

A recent report says that US brands are failing to take customer experience to ‘the next level’, even though the average customer experience has slowly gone up. While the industry average for banks and health insurers has steadily risen, the airline industry saw a decrease from 63.1% to 63.1% in 2018

This piece states that emotion is the key to providing the right CX. Rick Parrish, principal analyst and author of the report, says “How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease – in every industry”.

Overall, customer experience in the US has seen progress through changes like price cuts and digital/physical integration. The piece says the report makes a case for taking a strategic approach towards connecting physical and digital channels.

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