Is this finally the year we transform the customer experience (CX)?
Consumers have been promised dramatic improvement for years now, but data shows that increases in satisfaction have failed to materialize. In fact, Forrester’s annual CX Index reports that between 2017 and 2018, the index didn’t improve at all, and in 2019 the index improved a mere 0.4%, with 81% of brands on the index not improving their scores at all.
I’m here to say that 2020 will be the year companies finally step it up. Here are three market shifts I believe will drive the change.
1. Organizations get emotional
A better understanding of consumer emotion has been on the CX wish list for years – and that’s because emotional connection is a much better predictor of customer behavior than satisfaction and advocacy. Research from Forrester shows that that emotion has a bigger impact on brand loyalty and customer retention than ease-of-engagement and effectiveness.