Forrester Launches New Customer Experience Index for China
Hilton, Shangri-La, Tmall, and
The study surveyed the respondents’ interactions with the companies,
gauging the usefulness, usability, and enjoyment of those experiences.
“On average, there is room for differentiation in the area of Customer
Experience as only nine percent of the firms were able to achieve an
"excellent" rating,” says
Key findings from the CXi report include:
-
Companies In
China Are Doing Okay Or Better
Two thirds of the companies in this year’s China CXi earned a rating of “good,” and about a quarter scored in the “okay” range. However, only nine percent of firms truly differentiated with an “excellent” rating. -
Leaders Performed Consistently In All Three Underlying Components
Of The CXi
The four leaders – Hilton Hotels and Resorts,Shangri-la Hotels and Resorts, Tmall, andChina Merchants Bank – swept the top spots in each of the three CXi components: meeting needs, being easy to do business with, and being enjoyable to do business with. -
Metro Chinese Online Consumers Embrace Online Retail Experiences
Retailers had the highest average score among the four industries measured. Forrester’s list of retailers is composed of ecommerce platform providers, pure online retailers, pure offline retailers, and online/offline retailers. Four of our five retailers with the highest overall CXi scores only sell online –Ikea is the only company among them with both an online and offline presence. -
High Income Groups and Technology Optimists Rate Their Experiences
Better
High income groups rated companies as much as 14 points higher than their middle income peers. Similarly, technology optimists rated companies as much as 36 points higher than technology pessimists and, in general, gave companies higher CXi scores overall compared to technology pessimists.
About
© 2014,
Source:
For a copy of the full report, please contact:
Forrester
Research, Inc.
Deborah Ng, +65 9731 7754
Public Relations,
Asia Pacific
dng@forrester.com