Forrester just released their 2024 US Customer Experience Index report across 12 major industries and the findings are jarring.
Most consumers are having the worst experiences in a decade. Brands are missing the mark on creating meaningful customer experiences.
Only 12% of brands received excellent scores, while the majority have stagnated or declined, impacting loyalty and engagement.
Customer-obsessed organizations reported 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention than those at non-customer-obsessed organizations.
Read more here: https://lnkd.in/gD6hQde6
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
Not for the first time, Forrester prove UX/CX is still being ignored and overridden by politics, lip service, opinion, egos and profiteering.
Management still insist on assumptive quick wins over efficacy.
This cycle cannot and will not meaningfully change until UX makes it to board level.
#ux#uxsanctuary
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
Customer experience is bonded to user experience design. The last 5 years there is a heavy decline in the UX due to many reasons. Brands are more revenue/profit focused, low understanding of UX, more project managing than research and testing, low feedback request and poor analysis.
The graph is revealing.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
All the companies hiring UX people with “stunning visual skills” in the Indian market should be ready for this situation in less than 5 years time. We will have horrible products that look good but suck to use. UX is so much more that UI and visuals. It helps solve real world problems. But business comes with solutions to problems that they generate out of thin air without having actual user interactions and asks UX people to implement those solutions. It’s a shame than India usually chooses to copy the worst trends happening in the west, never learning from their mistake. Easy money has costly repercussions.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
Many companies have hit a market share they are comfortable with and are now focused on profits instead of growth. The priority has shifted from customers to shareholders, extracting value from you instead of providing value to you. As this trend continues, expect more deceptive patterns and potential quality and safety issues. Might be time to rethink your relationship with some of your favorite big brands.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
The cliff in this chart coincides with the hiring freeze and layoffs. Senior staff, creators, and thinkers were culled en masse as companies sought to fake revenue and EPS through workforce reductions. Almost everyone who knew how to create value and grow markets was replaced with a ticket-punching bookmark who could keep the lights on. The competent change agents who survived are demoralized and burned out.
The result is unsurprising and the trend will reverse as companies have to start competing for business again instead of shareholders rewarding them for doing “the same but with less”. Honestly the tide has already turned, we just can’t feel its tug yet.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
“U.S. consumers are having, on average, the worst experiences in a decade"-- Rick Parrish, VP and research director at Forrester.
Based on what I see in my qualitative research work, this quote could not be more accurate.
Forrester’s latest “Customer Experience Index” report shows that consumers feel companies are offering the worst customer experience levels charted since the survey began 10 years ago. (Link in the comments, though fair warning, you must be a subscriber to Forrester to access the data).
This summation echoes exactly what I’ve been hearing across categories for the past few years: people’s experiences when interacting with companies— whether in the act of purchase, asking for customer care, or receiving customer service— have been precipitously declining.
The result of this drop in quality-of experience is that their expectations have dropped off a cliff. Which, if you’re a company or brand, might be seen as a reprieve: if their expectations are lower, wouldn’t it be easier to ‘clear the bar’ and provide a better experience than they were hoping for?
Nope. Not so fast.
There were a few years in which consumers gave brands some grace— they understood the macro-challenges companies were facing, and gave them a perceptual ‘pass’ on poor experiences. Back then, people were aware (and even sympathetic to) the lack of ability to train and hire staff, the increasing use of chat bots, and the supply chain issues that plagued the world.
But that patience? That forgiveness? It lasted for years, but was tested mightily by continued poor customer experience, to the point where it has RUN COMPLETELY OUT.
Listening to consumers, it’s clear that they are deeply frustrated by the mediocre experiences that companies are offering them across different products and services. It’s a cumulative feeling of being uncared for and undervalued that is adding up.
And in categories in which they have a choice, they are displaying behavior I would deem ‘ruthless’— they are ‘one-and-done-ing’ brands with a bad customer experience in ways I have never seen before. They are working around brands that don’t treat them well, and it’s becoming clear that even offering an average customer experience might be penalized by people choosing to spend their (ever-tightening) bucks elsewhere.
The old truism of ‘fool me once’ now seems to stop right there— if people have an average-to-poor experience with your brand just once— today, if they have options, they will not stick around for a second chance.
Please take a gander, and heed this result from Forrester noting people’s frustration with declining experiences across the board -- the result is deadly accurate to what I have seen in my own work, and is worth mulling over.
Bottom line: if you thought your customer experience was ‘good enough’ a few years ago— you might want to rethink that. Consumer behavior and perceptions are shifting, and you don’t want to be left out in the dust by them.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
If you've done any work in the CX space, you've probably seen this article from Forrester about the state of customer experience in the US. What I haven't heard anyone talking about, though, is that employee experience and customer experience are deeply intertwined; you won't have happy customers if your employees are miserable. So what does this data tell us about what employees are experiencing in U.S. workplaces today? And what needs to change? I'd love to hear your thoughts, Forrester and others.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
Forrester’s latest report is a wake-up call for CX and brand leaders. US consumers are experiencing their worst customer experiences in a decade, with only 6% of brands seeing significant improvements in CX quality. Just 3% of customers feel that brands are truly customer-obsessed, revealing significant gaps in effectiveness, ease, and emotional connection.
The report highlights the need for holistic CX measurement that integrates emotional, behavioral, and transactional metrics. Emotion remains a critical driver of loyalty and advocacy, yet many brands struggle to harness its full potential. We agree.
At Emotive Brand, we’ve long understood that emotion amplifies the impact of every brand and customer interaction. Forrester's findings confirm what we've seen: when brands fail to connect emotionally, they falter in many critical areas. Brands that make customers feel valued and understood foster deeper, lasting relationships.
This alignment between emotion and CX is essential for thriving in today's competitive landscape. Whether you're in #CX or #Brand, this is a call to action to elevate your strategies, lean into emotion, and truly resonate with your customers and the experiences they have with you.
#brandexperience#customerexperience
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S
If we subscribe to the notion of an experience economy - or attention economy -, it’s especially critical to get experiences right.
It’s time we focus on customer needs and experience quality, instead of focusing on quantitative measures like number of features / widgets. And make sure you get the basics right before trying to add advanced components.
Forrester just released a damning report into the state of customer experience within the US market. Their data shows that US consumers are having their worst customer experiences in a decade, with their cross industry CX Index score at its lowest point since 2016.
Only 3% of customers feel like the brands that serve them are customer obsessed. Brands are failing equally across the areas of effectiveness, ease, and emotion.
What does that tell us? That brands are still struggling at getting the basics right. Experience strategy. Product & service value propositions. Personalization. Loyalty. Channel strategy & handoffs. Customer support and operations. Brand perception. All of these areas need work.
https://lnkd.in/gs2AzV4S