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Forrester’s China 2016 Customer Experience Index (CX Index™) results are in, and key findings are covered in a new report that was launched at CX MARKETING SHANGHAI 2016 — its Forum for CX and marketing leaders in China — today. Based on a survey of more than 9,000 metro Chinese online adult consumers that measures and ranks the CX quality of 36 brands, the China CX Index revealed that the average score for all five industries in the evaluation improved, and 21 brands received significantly higher CX Index scores, since 2015.
Firms in China’s financial services industry continue to stand out in terms of the quality of the customer experience they provide, with banks and insurance companies claiming the top two spots in Forrester’s CX Index for the second year in a row. In addition, business leaders in China have focused on fusing online-to-offline (O2O) strategies in a digital push collectively called “Internet Plus,” which has helped generate new CX improvements and innovations in industries such as retail.
“While companies in China have made significant progress in customer experience, no brand has yet made it into the excellent CX category in 2016,” Riccardo Pasto, senior analyst at Forrester serving customer experience professionals, said. “The natural progression of CX maturity is that once a company meets the fundamental needs of the customer, it seeks to improve its interactions so that customer can obtain the value more easily. An emotional connection where customers feel valued and appreciated drives brand loyalty, providing greater differentiation and advantage for those firms in China that are aware of it and ready to seize it.”
Forrester’s CX Index reveals the companies that are recognized as industry leaders — firms that outperform their industry peers in customer experience. The top brands in the respective industries are: China Merchants Bank (Banks), Anbang Insurance (Auto and Home Insurance Providers), Huawei (Mobile Device Manufacturers), Ikea (Traditional Retailers – Stores and Digital) and Womai.com (Digital-Only Retailers).
CX MARKETING Shanghai 2016, Forrester’s forum for CX and marketing leaders in China, focuses on how to accelerate company’s success in a competitive marketplace where customer experience determines the future of the brand.