Customer Experience Is Getting Worse

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Consumers’ perceptions of companies and government departments have improved due to supply-chain delays and staff shortages.

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This is according to Forrester Research Inc. of

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The latest annual study on customer experience, which analyzed the perceptions of 96,211 US consumers from 221 companies and federal agencies. Forrester received customer experience scores of 0 to 100 from respondents’ answers to questions such as how easy a brand is to work with and how likely they are to use a brand again.

Forrester found that the average customer experience score, or CX score, in the 2022 survey was 71.3, down from 72.0 in 2021. The CX Index score was rising steadily before this year’s decline.

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Companies and agencies rated “Good” from 25% of the pool to 22%, while the share of “Bad” and “OK” scores increased.

Nineteen percent of brands saw their customer experience ratings decline in the year through April 2022, Forrester found—the highest proportion of declines in a year since the current CX index method was established in 2016. Ten percent of brands saw an improvement in their customer experience ratings.
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The decline reverses the progress shown in the index last year, when 21% of companies surveyed raised their scores, and 12% saw those scores slide, despite the pandemic and the lockdown.

Pete Jacques, principal analyst at Forrester and co-author of the report with the index, said macroeconomic pressures on companies, such as staffing shortages and supply chain delays, have contributed to the decline in the quality of customer experience across most industries. .

“The changes suggest to us that some companies are getting to the point where they are finding it difficult to meet the changing expectations of these customers, or are distracted from everything else they need to focus on,” They said.

Consumers who may have been more forgiving earlier in the pandemic are also likely to lack patience, Mr Jacques said.

“Maybe there’s an element to it, ‘We’ve all suffered from this for the past few years; now we’re tired of waiting long to get a call answered or a solution to a problem.’

With a “very poor” CX score of 48.6, a drop from 54.1 in 2021, the Internal Revenue Service received the worst customer experience of all brands and agencies surveyed, and is experiencing one of the year-over-year declines. fell. The agency, which appointed its first chief taxpayer experience officer last year, did not immediately return a request for comment.

Automakers that have been shaken by supply-chain constraints and are trying to restore airline and hotel staffing levels also saw their industry averages fall by a significant amount.

The investment industry was the only sector to improve the quality of its customer experience overall.

“What have we seen [investment] Firms were really reaching out to their advisors, and giving them the tools and messages they needed to be able to provide support to their clients,” Mr. Jacques said.

No company was rated Outstanding, which requires a score of 85 or higher for the sixth year in a row. But pet care company Chewy Inc.

Claimed the top customer experience rating for the second year in a row with a score of 83.0.

A Chevy spokesperson said the company introduced several new offerings to retail customers and veterinarians in 2021 and expanded its telehealth offering nationwide.

write to [email protected] . on Katie Deighton

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