Research firm Forrester has outlined a framework for improving customer experience (CX) – and it rests on understanding the “energy” and attitudes that consumers have with brands.

Anjali Lai, a Forrester senior analyst, pointed out that 67% of global business leaders say that improving CX is a top priority next year, while the number of CX executive roles has grown more than tenfold in the past five years.

“But if it's true that more businesses are putting effort and investing in their CX initiatives, then why is it that CX quality is stuck?” she asked at CX Singapore, an event held by Forrester.

The results of the research firm’s Singapore 2019 Customer Experience Index hinted at the answer: consumers in Singapore believe 75% of companies deliver a poor experience. And, between 2018 and 2019, there was little measurable improvement on this metric.

Why? “It’s because there’s something about the consumer experience that many companies are missing; something hidden that drives consumers either away – or towards new experiences based on the ebb and flow of their moods, their emotions, and risk sensitivities,” Lai added.