Customer experience may not always seem like an obvious candidate for driving revenue. But there is cause to rejoice: Forrester research shows “a clear correlation between improvement in CX and gaining topline growth”, as Vikram Sehgal, Forrester vice president and research director, pointed out at the recent CX Singapore Forum.
The not so good news? Brands in Singapore are struggling to delight customers, and transactions can’t buy brand loyalty.
About 90% of brands in Singapore were found to deliver poor or very poor CX, based on Forrester’s inaugural Singapore Customer Experience Index report, a survey of 3,792 Singaporeans...