I am an eternal optimist. My take on the Dow’s spiraling downward in Q3? Buying opportunity! That “exercise pill” scientists are working on that promises the benefits of exercise without any of the effort? I’m thinking my six pack abs are now a sure thing. And I’m even holding out hope that the next season of “Homeland” will be as good as the first.
But the Q3 2015 data from our Customer Experience Index is making it hard for an optimist like me to find a lot of bright spots.
We’re in a world fraught with persistent economic imbalances where customers with copious options are flexing their market muscles more than ever before. If this is still news to you, I suggest reading up on our research about the Age of the Customer. But I think most of you know that an obsession with winning, serving and retaining customers is a must, and that you should transform your company to be more customer-focused.
Given that, I expected our latest US CX Index report would reveal that brands are delivering customer experiences that are getting better at strengthening the loyalty of their customers. But while much remained the same in the second round of Forrester’s 2015 US CX Index study (scores didn’t change for 69% of brands), when scores did change, they got worse instead of better. So, of 92 scores that changed significantly from round one to round two, only seven improved; 85 got significantly worse. It’s hard being an optimist when: