Brands are making headway with customer experiences
Study shows slight CX improvement in Canada
Forrester has released its Canada 2019 Customer Experience Index (CX Index) rankings, revealing that modest gains in customer experience quality have given Canadian brands their strongest year since 2015.
According to the survey, one in four brands' scores rose while only 1% declined; and 50% of industry averages increased, with luxury auto manufacturers, mass-market auto manufacturers, and multichannel banks as the top-performing industries.
Forrester's CX Index reveals the brands recognized as elite - firms that are in the top 5% of CX quality across industries in their region. Fairmont Hotels & Resorts is recognized as the number one Canadian brand, with the following companies making the elite brand list (in alphabetical order): ATB Financial, Chapters/Indigo, GMC, Hampton Inn & Suites, Home Hardware, Mercedes-Benz, and Mountain Equipment Co-Op.
While CX quality in Canada is slowly improving, brands are still struggling: no brand has risen to the top of the CX Index rankings and continued to rise. Half of industry front-runners were repeats - five of which had stagnant CX scores - and new industry leaders earned their spots due to statistically insignificant score fluctuations.
The report suggests that brands that wish to break away from their competition must focus on emotion, as the survey reveals that emotion has the largest impact on brand loyalty in every industry studied.
Based on a survey of more than 60,000 Canadian online adult consumers, Forrester's CX Index measures and ranks 161 Canadian brands across industries to identify how well a brand's customer experience strengthens the loyalty of its customers.
Sources: Forrester's CX Index / The Marketing Factbook.
Copyright © 2019 - 2026 The Marketing Factbook.
Categorised as:
- Customer Experience
- Customer Loyalty
- Knowing The Customer
- Marketing Know-How