X Index 2022 (Havas)

Trust, inclusivity, always being of service, and going above and beyond are now major factors in creating the most meaningful customer experience, reports the 2022 X Index from Havas CX, Havas Group’s global customer experience network. The X Index, which is in its fourth year, surveyed 50,000 consumers across nine markets (U.S, UK, France, China, Brazil, Turkey, India, Portugal and Spain) and evaluated the customer experience performance of 500 brands. It found that while seamlessness, simplicity and efficiency are still imperative to customer experience, brands must also fulfil citizen expectations to satisfy consumers.

Compiling the ratings of all interactions that consumers may have with a brand throughout their journey – from the brand image to their life with the product or service itself, through the relationship (both push and pull), the customer service and the purchase journey – the 2022 X Index found that brand image is the main discriminating factor across all countries. This ranged from 54% of those surveyed in Spain, to 46% in the U.S. and 41% in Turkey. Consumers also ranked 35 discriminating criteria as part of the customer experience analysis, evaluating their importance through statements like “I trust this brand,” “This brand always keeps its commitments,” “The staff is expert and knowledgeable” and “The purchase process is seamless.”

Despite heavy customer experience investment by brands, there’s still room for improvement with only a global average of 40% of consumers thinking the brands they interact with are “centered on their needs as a customer.” This year’s X Index research reveals that increased consumer expectations around trust, sustainability and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience.  


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