Each year, based on a survey of your customers, Forrester releases results of its Customer Experience Index (CX Index™). The methodology measures how well a brand’s customer experience strengthens the loyalty of its customers and ultimately drives business growth.
Key highlights from the research include:
- Customer experience excellence continues to elude retailers across the UK and France. The highest scoring multichannel and digital retailers across the UK and France continue to remain at “average” or “good” levels on Forrester’s CX Index. None have managed to obtain scores within the “excellence” level of Forrester’s CX Index.
- Overall multichannel retailer scores have risen slightly while digital retailer scores remain flat. With gains outweighing losses, the average score for the French multichannel retail industry rose slightly in 2018. For the UK, the overall average score rose thanks to two multichannel retailers seeing a statistically significant change to scores in 2018. The average for digital retailers remained flat across both markets.
- John Lewis and Yves Rocher keep the top spots for the fourth year running. Of all the multichannel retailers we measured in the UK CX Index, John Lewis had the highest percentage of customers with emotionally positive experiences. Of all French multichannel retailers, Yves Rocher had the highest percentage of customers who reported having easy experiences.
- Amazon.fr and Very.co.uk lead among digital retailers. In France, Amazon leads among digital-only retail for the fourth consecutive year, with the highest percentage of customers who reported having effective, easy, and emotionally positive experiences. Very.co.uk took the top spot in the UK digital retailer rankings; of all the digital retailers we measured in the UK CX Index, it had the highest percentage of customers having emotionally positive experiences.