Observed Signal · Jun 7, 2022 · Research Release · Source: CMSWire · Impact: 3/5 · Sentiment: Negative
Forrester CX Index 2022 Finds Nearly 20% of Brands Dropped
Forrester released findings from its US 2022 Customer Experience Index at its CX North America conference in Nashville. The report found that nearly 20% of brands experienced a drop in customer experience quality, the highest proportion in the survey's seven-year history, with CX quality falling back to early 2020 levels. Only 3% of US companies are considered customer-obsessed, down 7 percentage points from the prior year. Positive emotions remain a key driver: 54% of customers reporting positive feelings are willing to forgive brand mistakes, and 59% trust the brands they interact with, up from 57% in 2020. The data is based on more than 96,000 US customers across 221 brands and 13 industries. Industry experts cited supply chain issues, staffing shortages, and a focus on cost recovery as reasons for the decline, urging brands to refocus on the customer journey and service purpose.
Annual Forrester CX Index reveals a broad decline in customer experience quality, with only 3% of US companies customer-obsessed, signaling CX leaders need to refocus on customer-centric strategies. Relevant to the MarTech and customer experience industry.
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Key Takeaways & Evidence Grounding
- Forrester's US 2022 Customer Experience Index found nearly 20% of brands experienced a drop in CX quality, the highest proportion in the survey's seven-year history.
- Only 3% of US companies are customer-obsessed, a decrease of 7 percentage points from the prior year.
- 54% of customers reporting positive emotions are willing to forgive brands that make mistakes.
- 59% of customers trust the brands they interact with, up from 57% in 2020.
- The survey is based on more than 96,000 US customers across 221 brands and 13 industries.
Connected Companies & Entities
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Ontology Mapping & Concepts
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