Forrester, the research firm, has unveiled a framework for thinking about customer experience and how brands can improve theirs – the answer lies in energy and attitude.

Over two thirds of global business leaders say improving CX is a top priority. “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?” asked Anjali Lai, a Forrester senior analyst, at CX Singapore, an event held by Forrester. (For more, including a case study from DBS Bank, read WARC’s exclusive report: Understanding Forrester’s four dimensions of superior customer experience)

Scores remain low. As the research firm’s Singapore Customer Experience Index showed, Singaporean consumers believe three quarters of the businesses they interact with deliver a poor experience. Lai suggests that many companies are missing some fundamentals.

Based on two decades of trended, multi-modal data about global consumer behaviour and attitudes, Forrester’s Consumer Energy Index is a framework that indicates where consumers stand along the spectrum of readiness, based on four dimensions:

  • Isolation vs. identity: consumers moving towards “identity” are eager to affiliate with their tribe; those moving towards “isolation” want to withdraw into their own world.
  • Distrust vs. trust: consumers swinging towards “trust” are willing to believe in a brand’s good intentions; those gravitating towards “distrust” doubt that companies will keep their promises.
  • Comfort vs. novelty: consumers approaching “novelty” have a growing appetite for risk taking; those nearing “comfort” seek reassurance and safety.
  • Vulnerability vs. efficacy: consumers feeling high levels of “efficacy” are empowered to get what they want; those feeling “vulnerable” perceive a loss of control.

“Following consumers as they move along these four attitudinal dimensions is the most effective, accurate way to predict consumers’ readiness for innovation,” explained Lai.

Sourced from WARC