How well do leading brands build loyalty with the quality of their customer experience (CX)?
This year, we reveal the complete rankings of all 314 brands across 21 industries in the US CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.
Customer Experience Quality Worsened
Twice as many brand scores fell as rose; losses were, on average, bigger than gains. As a result, the number of scores in the excellent category fell to zero; the percentage of good scores dipped by one percentage point; and the percentage of poor scores rose by three points. For the first time, no industry averages improved, but three fell.
Top Brands’ Stagnation Leaves A CX Leadership Gap
Not a single brand has risen to the top of our rankings and continued to move upward — the mark of a true CX leader. This year, scores among elite brands — the top 5% of brands in the entire CX Index — stayed flat, while new industry frontrunners earned their spots because last year’s high scorers declined. As a result, we see no CX leaders, only languishers, lapsers, locksteppers, and laggards.
Focus On Emotion To Become A CX Leader
Emotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry. Elite brands provided an average of 17 emotionally positive experiences for each negative experience. In contrast, the lowestperforming 5% of brands provided only two emotionally positive experiences for each negative experience.