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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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US brands are still failing to impress their customers

Investment in CX stalled for the third year running

Forrester has published its US 2018 Customer Experience Index (CX Index) rankings, confirming that US brands remain mediocre when it comes to providing quality customer experiences. No brand has risen to the top of Forrester's rankings and continued to improve - a clear indication that US brands are lacking a CX leader for the third straight year.

Based on a survey of more than 110,000 US online adult consumers, Forrester's CX Index measures and ranks nearly 300 US brands across 19 industries to identify how well a brand's customer experience strengthens the loyalty of its customers. 2018 findings include that brand level gains and losses were a wash, and more industry rankings fell than rose since last year. Additionally, emotion has a bigger impact on brand loyalty than effectiveness or ease of the experience in every industry.

Forrester's CX Index reveals the brands that are recognized as best-in-class - firms that are in the top 5% of CX quality across industries in their regions. Navy Federal Credit Union topped the 2018 best-in-class list, with the following companies in the top 5% group of brands (in alphabetical order): Boost Mobile, Cricket Wireless, Edward Jones, Home Shopping Network (HSN), Huntington National Bank, Lexus, Mercedes-Benz, MetroPCS Communications, QVC, Trader Joe's, USAA, and Zappos.com.

"Though brands are catching on to the fact that high quality customer experience correlates with business growth, it's alarming that progress on improving CX has stalled for the third year in a row," Forrester Chief Research and Product Officer Cliff Condon said. "It proves that many companies don't fully understand what matters most to their customers, but to achieve CX success, they must discover and focus on those drivers first. Forrester knows that positive emotions are instrumental in boosting customer loyalty - for example, among digital retail customers who feel valued, 92% plan to stay with the brand and 88% will increase their spending. Firms that focus on improving the aspects that matter to customers - and in turn drive revenue - will close the CX leadership gap."

More information about the index has been published here: http://forr.com/cxindex

Sources: Forrester / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)