Brand image, or trust, is now the most decisive factor in customer experience globally -- with 46% of U.S. consumers saying so, according to the 2022 X Index Report, a study from Havas CX, Havas Group’s customer experience network.
In contrast, 28% cite the purchase as the most decisive factor, while 16% cite customer service and 10% cite the relationship.
Moreover, 56% of U.S. consumers are now rating brands by emotional rather than functional criteria. But only 40% globally think the brands they interact with are centered on their needs as a customer.
Email marketing teams must constantly change their approach to accommodate shifting consumer needs and behavior. Here are some insights on what customers want this year, and which brands are delivering it.
Havas surveyed 50,000 consumers across nine markets and evaluated 500 brands for their customer-experience performance.
The index rates 13 significant predictors of overall CX satisfaction, including:
Overall, the CX Index rose to 8.06 in the U.S. in 2021, up from 7.96 in 2020.
And now the winners. The top brands in the U.S. (and their index scores) are: