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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.”

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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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