CAMBRIDGE, Mass., Oct. 25, 2017 /PRNewswire/ -- Traditional retailers in the US did not improve CX quality since 2016, according to Forrester's US 2017 Customer Experience Index (CX Index™). In new CX Index data revealed today, Forrester found that the average CX Index score decreased by a single point this year.
Based on a survey of nearly 120,000 US online adult consumers, Forrester's CX Index measures and ranks more than 300 US brands across 21 industries to identify how well a brand's customer experience strengthens the loyalty of its customers. Of the 315 US brands ranked in 2017, 36 traditional retail brands were analyzed to determine how customers perceive their experiences and how CX drives loyalty. Key findings include that:
- PetSmart is ranked the number one traditional retailer in 2017. While its CX Index score did not increase, PetSmart jumped up from its fifth-place ranking last year due to other brands' scores decreasing, as well as its customers ranking it with the highest score for effectiveness in CX across all of the retailers measured.
- Average CX quality was down slightly, leading to several shifts in rankings: 20 retailers' scores declined and 15 increased. While these changes were minor and do not signal a profound shift in the industry, Rite Aid is the only brand that saw a significant increase – which was less than half of the biggest decliner's decrease in 2017.
- The top emotions that drive customer loyalty in traditional retail are feeling appreciated, respected and valued. For example, 91% of customers who feel valued plan to stay with the brand and 89% plan to spend more. This proves that emotion affects retailers' bottom line: a one-point improvement in a CX Index score can lead to an incremental $244 million in revenue for big-box retailers.
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About Forrester's CX Index
Forrester's CX Index is the most complete and powerful CX tool in the market today. The CX Index gives businesses a deep and actionable understanding of the quality of their customers' experiences, competitive benchmark data so that business and technology leaders know how they stack up against their peers, and the ability to model the improvements that will have the biggest impact on revenue.
For more information, please visit http://forr.com/cxindex.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester's unique insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.
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SOURCE Forrester
