Havas: Why Brands CX Tech Investments Fail To Satisfy Customers Needs

The Havas CX barometer of customer experience has found that despite a huge spend on CX technologies in 2022, customer centricity has not and will not be achieved until brands evolve their thinking.

The Havas 2022 X Index report shows that trust, inclusivity, always being of service and going above and beyond are now major factors in creating the most meaningful customer experience.

It also found seamlessness, simplicity and efficiency to be imperative in the delivery of first-in-class customer experiences.

However, now it’s been revealed that brands must also fulfill citizen expectations to satisfy contemporary consumers.

This is crucial as only 40 per cent of consumers think the brands they interact with are “centered on their needs.”

This is despite a forecasted $US641 billion ($A899 billion) spend on CX tech by brands in 2022.

To help brands make CX most meaningful, combining best functional service with meeting emotional citizen expectations, the X Index identified four overarching principles to adopt.

Commit To Trust

Brand trust is the most powerful denominator around the globe.

In all countries this year, the main discriminating criterion is “I trust this brand.”

Brands can build trust by keeping their commitments to customers and being there in times of crisis.

The X Index gives the example of brands that optimised their shopping experience during the pandemic saw better results.

These optimisations included moving many traditionally in-person services and taking advantage of new platforms to integrate community building and social components.

Brands can also build trust with transparent business practices and by making commitments to social causes.

However, brands must follow through and keep these commitments.

Build An Experience That Includes Everyone

For customer experience to become a citizen experience, brands must be inclusive.

This starts with caring for employees, ensuring the user experience is welcoming to all and infusing a sense of community around brand purpose and actions.

According to the X Index, consumers evaluate brands at every step of the journey, including the way they treat their frontline employees.

Brands are judged on being welcoming to all, with consumers recognising and rewarding efforts to foster inclusivity and break taboos in representation and marketing.

Inclusivity also means enabling customers to participate in a community, with some brands introducing forums, clubs and apps for customers to connect and interact with each other.

Always Be Of Service

Customer service is now defined by the speed of the reaction to customer demands.

Reacting quickly has never been so essential and consumers have become time intolerant.

In addition, when it comes to a brand’s staff and salespeople, consumers not only expect them to be efficient but also knowledgeable.

Provide For The Age Of Extra

When it comes to satisfying customers, going the extra mile is of paramount importance for brands.

A key part of going above and beyond is making sure the experience feels extra personal.

Evidently, the personalisation criterion is the third most important factor for pure players in the US.

Wrapped up the X Index findings, Sébastien Houdusse (Pictured above), chief strategy officer, Havas CX agency, said, “The latest X Index defines a new era where customer experience becomes meaningful by integrating citizen expectations.”

“Of course, brands still must meet functional criteria around efficient customer service – and they have to do it right, otherwise they’ll not even be considered.”

“But to be recognized among the best, brands will have to go the extra mile and deliver concrete actions beyond their commitments.”

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brand experience Customer Experience CX Havas Sébastien Houdusse