New Delhi: We are living in an era where experience is everything – whether it is experience derived out of consuming or using a physical product or a service. Majority of CEOs believe that customer centricity is key for driving business growth, in this era of experience. However, there is still a big gap between ambition and reality; while nearly all CEOs in India see the need to become customer-centric, just 37% of consumers believe companies offer truly customer-centric experiences, according to the Kantar CX+ study.
The new CX+ TMT report released by Kantar today evaluates companies in the sector based on a unique combination of their experience scores, on dimensions that are critical to the customer’s journey.
The basic premise of CX+ is that brand and customer experience have become synonymous, in this increasingly connected environment. Thus, the roadmap to delivering a holistic experience is based on 5 key CX success factors:
Clarity of brand promise
Creating lasting memories
Reinforcement of brand choice
Additionally, the study also identifies each brand’s Experience Gap – which quantifies the difference between the Brand Promise and the actual customer experience delivered.
The CX+ index for each brand is derived based on a combination of the CX Performance and the Experience Gap.
The TMT study covered Telecom Network Providers, Media Streaming Platforms and Handheld Devices. In this study conducted in early 2020, clear winners emerged in each of the sectors.