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<ul><li>The X Index 2022 report, from Havas CX, Havas Group’s global customer experience network reports that trust, inclusivity, always being of service, and going above and beyond are now major factors in creating the most meaningful customer experience.</li><li>According to the X Index India report parameters, the number 1 brand is Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin, and JBL.</li></ul> The X Index 2022 report, from Havas CX, Havas Group’s global customer experience network reports that trust, inclusivity, always being of service, and going above and beyond are now major factors in creating the most meaningful customer experience. The <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword> launched the Havas CX function in October 2020, which spans across 18 of its major Villages around the world, with key hubs in London, Paris, New York, and Mumbai. It's a powerhouse of experts playing an important role in digital transformation, design, customer experience and engagement, e-Commerce, and much more. The recent report surveyed 50,000 consumers across nine markets including the U.S, UK, France, China, Brazil, Turkey, India, Portugal, and Spain to evaluate the customer experience performance of 500 brands. It found that while seamlessness, simplicity, and efficiency are still imperative to customer experience, brands must also fulfil citizen expectations. According to the X Index India report parameters, the number 1 brand is Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin, and JBL. 50 leading brands across 13 categories including retail, fashion, financial services, automotive, entertainment, hospitality, beauty, health, and more were studied from India for the recent study. What’s interesting is that among the six countries also surveyed a year earlier, only India registered a lower overall score in 2021 compared with 2020. The higher scores in the other five markets (China, France, Portugal, UK, and the US) point to rising satisfaction with the customer experience. What this means is that while most geographies were able to leverage the new normal to cement their CX and deliver on consumers’ rising expectations, Indian brands were not as agile to keep up with the rising expectations. This makes it even more critical for Indian brands to now recognise that customer experience is synonymous with brand experience. For the second consecutive year, brand image has emerged as the strongest competitor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX. Despite heavy customer experience investments by brands, there’s still room for improvement with only a global average of 40% of consumers thinking the brands they interact with are “cantered on their needs as a customer.” This year’s research reveals that increased consumer expectations around trust, sustainability, and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience. <keyword id="4002911" type="General" weightage="20" keywordseo="Prashant-Tekwani" source="Orion">Prashant Tekwani</keyword>, EVP &amp; Business Head, Havas CX India &amp; Havas Worldwide, West, says, “The pandemic has brought about a sea-change in consumer shopping behaviour. Brands now need to evolve their thinking from customer experience to citizen experience by making seamlessness and inclusivity their priority. According to the latest X Index report, India is the only country to register a lower overall score in 2021 in comparison to 2020. There is a gap that needs addressing for brands in India to score high in the CX journey. This shows how the understanding of the evolving expectation of the consumers is critical to maintaining the health of CX, growth and brand imagery. While meeting functional criteria around seamlessness, simplicity, and efficient customer service, brands must also go the extra mile to make a lasting impression in their customers’ minds.” <keyword id="5298124" type="General" weightage="20" keywordseo="Sumeer-Mathur" source="Orion">Sumeer Mathur</keyword>, National Strategy Head &amp; Managing Partner, <keyword id="1911890" type="General" weightage="20" keywordseo="havas-worldwide-india" source="Orion">Havas Worldwide India</keyword>, says, “Interestingly, out of all the parameters that we measure to arrive at a final score, the Brand image has emerged as the strongest contributor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX. Conversely, it could also mean that Indian brands are under leveraging other parameters and relying too heavily on the brand image alone to determine the customer experience.” The X Index identified four key principles to create a best-in-class citizen experience: Trust comes first: Brand trust is the most powerful denominator around the globe in the customer journey. Brands build trust by keeping their commitments to customers and being there in times of crisis. For example, brands that optimized their shopping experience during the COVID-19 pandemic saw better results; these optimizations included moving many traditionally in-person services online (consultations, etc.), and taking advantage of new platforms to integrate community building and social components. Brands also build trust with transparent business practices and by making commitments to social causes. Build an all-inclusive experience: For customer experience to become a citizen experience, brands must be inclusive. According to the X Index, consumers evaluate brands at every step of the journey, including the way they treat their frontline employees, foster inclusivity and break taboos in representation and marketing. Inclusivity also means enabling customers to participate in a community, with some brands introducing forums, clubs, and apps for customers to connect and interact with each other. Always be of service: Customer service is now defined by the speed of reaction to customer demands. It is one of the key discriminating factors. In addition, when it comes to staff and salespeople, consumers not only expect them to be efficient but also knowledgeable. Provide for the age of extra: When it comes to satisfying customers, going the extra mile is of paramount importance for brands. A key part of going above and beyond in making sure the experience feels extra personal.

Customer satisfaction dips for Indian brands in the CX journey: Havas CX report

<ul><li>The X Index, Havas CX’s barometer of <keyword id="1284549" type="PERSON" weightage="20" keywordseo="Customer-Experience">customer experience</keyword> efficiency, surveyed 28,000 consumers across five markets, scoring 250+ brands against 40 criteria.</li><li>It sheds light on the dual but contrasting needs of consumers, who demand an almost Darwinist functional efficiency while simultaneously seeking an emotional connection from the brands they interact with (and buy from).</li></ul>Efficiency and emotion are the two most important factors when it comes to good CX (customer experience), says a new Havas study- the X Index. The study is based on consumer attitudes towards (CX) as a practice by brands. The X Index, which surveyed 28,000 consumers across five markets - China, France, India, UK and US - found that of the 40 criteria analysed, two factors- ‘the customer journey was simple’ and ‘the customer journey was pleasant’ scored the highest – even above other factors including brand loyalty, customer service and price. The report is presented by Havas CX – an international network dedicated to delivering meaningful brand experiences across the entire customer journey. It brings together more than 1500 people from 20 of Havas Creative’s global agency groups and local agencies, plus additional CX specialists from across the Havas network, under a common structure, governance, methodology and mission. It may be recalled that the India launch of Havas CX happened in October 2020. Havas CX spans 25 major Havas Villages around the world, with key hubs in London, Paris, New York and Mumbai. Havas CX is a powerhouse of experts in every area of digital transformation and design, customer experience and customer engagement, e-Commerce and much more. In total, 250 brands – including both ‘Bricks &amp; Clicks’ brands (bricks-and-mortar retailers that have implemented digital transformation programmes) and Pure Players (digital natives, online-only) – were rated across each criterion, according to consumers’ perception of their importance to the overall customer experience. In India, 50 brands were studied under different categories such as Retail, Fashion/Sport, Financial Services, Automotive, Media/Tech, Hospitality, Fast Food and e-Retail. For Bricks &amp; Clicks brands, relevant and responsible communication alongside the pleasantness of the experience ranked as the most important factor. For Pure Players, quality of their customer service was the single most important factor. While pleasantness of experience did emerge as a discerning factor for Pure Players, it was less pronounced than it was for ‘Bricks &amp; Clicks’ brands. The study highlights that in India, the Customer-Brand Relation factor is the main driver of CX efficiency, with a conjunctural impact of Covid. In India, the top five X Index emerging categories are Automotive, Hospitality, Fashion, Finance and Quick Service Restaurants. Top 10 brands in India, according to rank are Apple, Tanishq, Morris Garages, Maruti, Michelin, Hyundai, Oberoi Hotels &amp; Resorts, Citroën, AirBnB and Marriott. Overall, the study, conducted by Havas CX in partnership with research institute OpinionWay, shines a light on the dual but contrasting needs of consumers who demand an almost Darwinist functional efficiency while simultaneously seeking an emotional connection from the brands they interact with (and buy from). It also uncovers a divide in consumer expectations of ‘Bricks &amp; Clicks’ brands versus digital Pure Players – with emotional needs ranking higher for the former and functionality for the latter. This underlines a clear opportunity for Pure Players – with functionality very much a given, the emotional can represent a clear differentiating factor. In total, 40 criteria were analysed across the key components of a customer journey: brand (i.e. ‘I completely trust the brand’, ‘I am loyal to the brand’), relationship (i.e. ‘quality of customer service’, ‘website and mobile app content is customised to customer needs’), purchase (i.e. ‘was seamless’, ‘was not intrusive’), product (i.e. ‘satisfaction with the quality of the services/products’, ‘satisfaction with the price of the services/products’) and, in light of the exceptional circumstances of the pandemic, response to COVID-19 (i.e. ‘adapted its shopping experience well’, ‘maintained relevant and responsible communication’). While the importance consumers place on efficiency and emotion stands out, effective CX is driven by a unique combination of certain factors in each market. Havas CX has analysed this data to identify four key overarching principles of best-in-class customer experience in 2021: - CREATE PERSONALISED EXPERIENCES: Customers today expect communication to be personalised in accordance to their profile and brands need to take into account their previous interaction with customers in order to deliver data-led personalised experiences. The fact that the fit of brand communication to audience profile as well as previous purchase ranked high for both Pure Players and Bricks &amp; Clicks, underscores the importance of data-led personalisation for an effective CX. - DELIVER A SEAMLESS OMNICHANNEL EXPERIENCE: It is imperative for Bricks &amp; Clicks brands to extend their existing offline experiences onto digital platforms, as the customer is looking for a consistent and seamless experience across touchpoints. And while delivering it, Bricks &amp; Clicks players should pay that extra attention to exceed consumer expectations and deliver an experience that is reflective of the brand’s core. - BE RESPONSIBLE &amp; CARING: In the post-pandemic world, consumers are expecting brands to act more responsibly. They expect brands to step up their post-sales service, especially in the case of Pure Players. Ranking high for both Pure Players and Bricks &amp; Clicks is the need to enable consumers by providing them easy access to helpful and useful content on relevant touchpoints throughout the journey. -SIMPLE EMOTIONAL CONNECT TO DELIGHT: Customer Experience is integral to all the brand interactions and the customer is not concerned about all the science and data that goes behind the design of the customer experience. What the consumer is looking forward to is a simple and pleasant purchase journey, which is easy to navigate. The simplicity of the experience leads to a delightful CX. Neeraj Bassi, Chief Strategy Officer, <keyword id="1825444" type="COMPANY" weightage="20" keywordseo="Havas-Group">Havas Group</keyword> India, says, “The Havas X Index is a proprietary tool designed to serve as a global barometer for assessing customer experience. In addition to ranking brands and categories basis consumer’s evaluation of their CX offering, the report also highlights the most important factors that determine good CX. This information is going to be particularly useful for the CMOs and CEOs who are looking at revamping their CX offering post the pandemic. The focus of our report is to align all stakeholders on the importance of CX in building a differentiator for the brand.” Prashant Tekwani, Executive Vice President and Business Head, Havas CX India, says, “New habits are formed with repetitive actions over time…but the pandemic has accelerated a behaviour for customer and brands alike, to adopt digital. The “New Normal” and “Pandemic has changed the way people purchase” are the most cliché terms used in 2020. Each brand will have to curate a buying journey which is meaningful, unique and relatable for the consumer to win loyalty. The lack of in-store experience has forced the Bricks &amp; Clicks brands to look towards technology innovations to personalise the buying experience for the customer, contrary to treating each interaction as a transaction. Through our proprietary HAVAS CX barometer, we aim to uncover the drivers that brands need to keep in mind in order to deliver a delightful customer experience and better adapt to these changing scenarios.”

Efficiency and Emotion most important factors in good CX: Havas Study

<ul><li>As we come to the end of another challenging year, we look forward to next with with a lot of hope. </li><li>In our attempt to crystal-gaze into what 2022 has in store for the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> and media business, we spoke to a few experts from the industry.</li><li>In today's feature, <keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword>, Group CEO, Havas Group India, <keyword id="1627828" type="General" weightage="20" keywordseo="kartik-sharma" source="Orion">Kartik Sharma</keyword>, Group CEO, Omnicom Media Group - India, <keyword id="6269377" type="General" weightage="20" keywordseo="premjeet-sodhi" source="Orion">Premjeet Sodhi</keyword>, Chief Strategy Officer, <keyword id="5968693" type="General" weightage="20" keywordseo="wavemaker-india" source="Orion">Wavemaker India</keyword>, <keyword id="3364704" type="General" weightage="20" keywordseo="sujata-dwibedy" source="Orion">Sujata Dwibedy</keyword>, Group Trading Director, Amplifi India, dentsu weigh in on trends and themes they feel will dominate the <keyword id="1743395" type="General" weightage="20" keywordseo="media-buying" source="Orion">media buying</keyword> and selling landscape in 2022.</li></ul>When the pandemic hit us in 2020, most organizations around the world were unprepared for the unprecedented event. While it took everybody by surprise, it brought about a lot of changes to the entire ecosystem. It also brought with it some important lessons. Leaders told us about the importance of agility, collaboration, flexibility and empathy. While the second wave this year hit the country harder than the first, businesses took the lessons they learnt from last year seriously, ensuring they were better equipped to deal with the impact of the pandemic on business. While the months of April and May this year were especially difficult for us and for businesses across India, the bounce-back has been a little quicker this time around, with most organizations already on a road to recovery. In the advertising world, the year was driven by digital media, specifically by social, search as well as video. GroupM’s recently released global end-of-year forecast revealed that there was a much faster expansion in the advertising industry than previously anticipated, driven primarily by growth in the US, UK, and China. The report also predicted that India, the UK, Brazil, Canada, Japan and China could grow between 6-8% annually, on average. Meanwhile, Magna in its report said Indian ad spends witnessed a 14% growth in 2021 and that it will grow by 14.5% in 2022. So, as this year comes to an end and we enter another year with hope, we spoke to leaders from advertising to understand what the year 2022 has in store for us and here is what they had to say: Rana Barua, Group CEO, Havas Group India <div type="image" title="Rana Barua, Group CEO, Havas Group India" msid="88302606" hostid="261"></div> Be Relevant, Be Meaningful 2021 was all about a steady recovery. And at Havas Group India, 3 things helped us to sustain the comeback – integration &amp; collaboration of our companies and over 1000 people, a sharply defined and relevant MX &amp; CX product strategy, and our many industry-first meaningful initiatives. We realised among all innovations, we needed to become even more flexible and relevant at the core. Marketers expect agencies to be genuine partners and dynamic about consumer understanding so that they can plan smarter. Our global Meaningful Brand study reveals if 75% of global brands disappear, no one would care. This is a reality that every marketer will face. The number of brands people used in the pre and the post covid world are not the same. So, driving relevance, being honest and creating meaningful brands will become even more critical. Understanding the Consumer Experience journey and dovetailing into a sharp meaningful Media Experience will be at the core of any integrated brand planning. And with the use of smart data and analytics the same will only become richer and sharper. And finally, meaningful storytelling (short, byte or long) that connects with the consumer, will make the brands relevant and an integral part of the journey. Kartik Sharma, Group CEO, Omnicom Media Group - India <div type="image" title="Kartik Sharma, Group CEO, Omnicom Media Group - India" msid="88302611" hostid="261"></div> 2022: Back to good old creativity, emotive storytelling Data Privacy has been a highlight of the industry for a while now. The pandemic has brought to the fore new challenges of living in the digital age. And with that, having a foundational understanding of consumer privacy concerns and data protection is paramount. Data and technology are the new-age gold for the private sector across the globe. This bestows greater responsibility on leaders using it. Accountability for every concerned stakeholder and their personally identifiable information needs to be benchmarked. On the heels of data privacy bills being tabled in countries across the world, the time is nigh for companies to step up their guardrails on data and consumer privacy. Even with Google extending their deprecation timeline for third-party cookies to late 2023, the industry needs to start testing ways to reach and engage consumers across the open internet in a non-invasive manner. The big idea of 2022 is the one that'll be ideated on the back of good old creativity, emotive storytelling that humanizes brands - enabled by technology, and of course, one that respects the privacy of its audiences. Premjeet Sodhi, Chief Strategy Officer, Wavemaker India <div type="image" title="Premjeet Sodhi" msid="88302723" hostid="261"></div> Measurement of ROI as the True-North for 2022 We can’t talk enough of the changes that brands have experienced during the past Covid-affected years. Many of these changes are now at a tipping point and we will see change only accelerate in 2022. Metaverse is the flavour of the season and probably will have the highest share of conversations. However, the real work will be in the transformative shifts towards Ecom, D2C, <keyword id="623994" type="General" weightage="20" keywordseo="social-commerce" source="Orion">Social Commerce</keyword> and in managing media fragmentation. In this sea of ‘new’ in 2022, agencies will be at the helm working hand-in-hand with clients to work through the clutter of partners, formats, data providers, enrichment agencies and various other intermediaries for delivering on these initiatives. Novelty, excitement, and innovations will be aplenty but, objective measurement is what will be amiss. In such a scenario - measurement will be the most important theme for 2022. Each platform comes with its own activity metrics but, we need to bring in benchmarking for best practices, comparability across platforms &amp; impact on business. Marketers, figuratively speaking are at the cross-roads and they need a Compass to guide their media investment decisions. The marketers do not need to go after every new-shining media option but need to evaluate everything with ROI as the True-North. 2022 should be the year to define a clear measurement framework that will define expectations from each media intervention. It will lay-down the activity or output measures, the intermediate measures of behaviour/mindset and the business measures of footfalls/downloads/ sales/ subscriptions, etc. This needs both immediate campaign level measurements as well as broader attribution studies to derive the business impact of media investments. Outcome based Media Measurement Spends in the Industry are barely a decimal percentage of the media spends – does measurement not deserve more? What cannot be measured, will not be managed. Sujata Dwibedy, Group Trading Director, Amplifi India, dentsu <div type="image" title="Sujata Dwibedy" msid="88302719" hostid="261"></div> The year of ecommerce growth 2022 will be a sunrise year and we will see many new trends. However, we will definitely see further growth in double digits in the e-commerce space. We have already seen unprecedented growth in not only the retail e-commerce space but also many other aspects of e-commerce. The strength of smartphones and tablets is on a rise, which is also leading to the surge in e-commerce adoption, in addition to the softer aspects such as convenience and social distancing preferences post covid. If we were to contemplate on what could be working within the e-commerce ecosystem, here are a few pointers on what we may see. Firstly, customer’s satisfaction lies in the little things. So, we may see the ease of search leading to an increase in Voice Search. Diversity of payment methods, other than payment by credit card, bank transfer, mobile wallets, and others. There is a rising trend to make purchases in instalments too. We may see a surge in multichannel customer support. This will enable customers to reach the service center at any time and anywhere if they were to communicate. AI-assisted cross-selling and up-selling within seamless online purchases will be more preferred for personalised marketing and products. We have seen growth from Tier II towns and even the smaller markets. Growth in the metros comes from multiple platforms including D2Cs. With new e-commerce preferences and tools, this is likely to accelerate in the coming years.

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Customer satisfaction dips for Indian brands in the CX journey: Havas CX report

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Efficiency and Emotion most important factors in good CX: Havas Study

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Trends 2022: Advertising experts tell us what to expect from 2022

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