The overall customer experience (CX) quality in Australia has improved significantly from 2018 but only two-thirds of the brands are still delivering "just OK" experiences, according to Forrester's Australia 2019 CX Index.
Based on a survey of more than 8,000 Australian adult customers in 2019, Forrester’s CX Index methodology was used to benchmark the CX quality of 31 brands in the multichannel banking, multichannel retail and superannuation industries, as well as the federal government sector.
ING Direct overtook Bendigo Bank, who was last year’s leader.
They were joined by JB Hi-Fi in the top three.
In 2019, 13% of brands delivered good CX, up from just 6% in 2018, with two brands rising from the OK category.
The number of brands that received OK scores also fell to 68% from 77%.
However, like last year, no brand has risen to the excellent category or improved their scores significantly enough to emerge as a true CX leader.
Abourt two-thirds of brands were in the OK category and 18 brands were clustered close together..
The top performing Australian brands provided an average of 12 emotionally positive experiences for each negative experience, while the lowest performing brands provided less than one emotionally positive experience for each negative experience.
Riccardo Pasto, senior analyst at Forrester and author of the report, says to achieve CX leadership brands need to focus on emotion.
“How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease in every industry," Pasto says.
"Elite brands build loyalty by making customers feel confident, happy, and valued; CX laggards foster resentment by making customers feel annoyed, disappointed, and frustrated.”
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