All businesses need meaningful ways of measuring how their brand performs against their competitors, and – crucially – against people’s expectations.
CX+ reflects our belief that providing excellent customer experiences is no longer enough: the most successful brands will also make efforts to delight their customers.
To calculate the CX+ score for each brand, we looked at two key components:
its CX performance index
its Experience Gap
Our CX+ model evaluates the customer experience performance based on five key success factors, against which every brand is scored.
Clear brand promise
What the brand stands for is clearly articulated and understood
Employees provide proactive, responsive and empathetic service
Customers can ‘do it their way’ through frictionless and relevant digital and omnichannel excellence
Positive emotional moments are created throughout the customer journey
Delivers experiences which reinforce the brand choice. Generates loyalty, advocacy and greater customer lifetime value
By comparing the experience of current users with the perceptions and expectations of ‘considerers’, we can identify the size of the Experience Gap. This allows us to evaluate where potential over-delivery (a positive gap) and under-delivery (a negative gap) would arise, what causes this gap, and what associated risk or opportunity this gap represents.
We bring these two aspects of performance to identify our CX+ leaders:
However, over-delivery (or under-promising) is only good to a certain extent….
*Our analysis demonstrates that a +5 gap is the point where the missed opportunity for the brand to attract new customers (as its marketing is under-promising) exceeds the positive effect of delighting current customers through exceeding their expectations.