US consumer experience drops, but top 5% of brands win with this strategy 

The best brands are focusing on creating positive emotional experiences for their customers, as other organizations struggle to keep up in 2022, according to a June 6 report from market research firm Forrester.

More than 200 brands across 13 industries had their 2022 customer experience services analyzed by experts at Forrester, which were then compiled to create customer experience scores.

The report revealed that overall customer experience decreased to pre-pandemic levels, with 40 brands experiencing significant score decreases. This reversed gains in customer experience scores that were made in 2021. 

However, the top 5 percent of brands in the index managed to maintain their customer experience scores. A large part of their success came down to providing an emotionally strong customer experience, with these brands providing significantly more emotionally positive experiences than others. More than a quarter of these elite brands provided emotionally positive experiences for their consumers, as opposed to 11 percent overall.

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