NEW X INDEX NEWxINDEX SEBASTIEN HOUDUSSE,Chief Strategy Officer,BETC Fullsix THE BACKGROUND: WHAT ARE THE SECRETS OF A SUCCESSFUL CUSTOMER EXPERIENCE IN 2020? 2020 has been a year of tremendous transformation in CX marketing. With the closure of shops in many countries, 1. PUT EFFICIENCY AT THE CORE the rush to e-commerce and the phenomenal digitization of consumer practices, expectations in terms of customer As a result of the crisis, customers are paying much more experience are drastically changing. Bad CX means bad attention to the effectiveness of the digital experience. They business which is one of the reasons why Havas developed will no longer forgive brands that are not up to their standards. the X INDEX, a proprietary tool that serves as a global Simplicity and seamlessness are key. barometer with which to measure and pilot the customer experience. This year we surveyed 28,000 consumers on 2. ALIGN YOUR PURPOSE AND YOUR ACTIONS their views on the customer experience offered by 250 brands in 5 countries (France, USA, China, India and UK). CX is a matter of perception: what am I promised as a consumer and what will I experience in practice, what are THE METHODOLOGY: the brand’s commitments on a daily basis? By keeping your commitments you become a trustworthy brand. Actions speak Consumers are invited to rate all the interactions they may have louder than words. with a brand during the major steps of the customer journey. Once the journey has been analysed, consumers are asked to 3. REINVENT RELATIONSHIPS give an overall rating to the whole customer experience. Our Data Department designed the X INDEX by applying a linear The relationship of customers to brands has undergone regression model. For each individual «i», the explained variable profound changes this year, with the closure of retail and is written as a linear function of the explanatory variables: the digitization of journeys. The criterion of “the attention and efficiency ofthe staff” has dropped drastically butall items related to personalisation are making an important breakthrough. 4. CREATE A DIFFERENCE WITH EMOTIONS We apply this data model to determine which are the most discriminating criteria of the experience, and we establish a Focusing on effectiveness is not enough to make a lasting ranking of the brands, according to their score. difference. An emotional connection and the ability to deliver and bring to life signature moments creates value for brands. An emotional connection can help build the uniqueness of the experience. WHAT ABOUT THE RANKING THEN? TOP 10 FRANCE USA CHINA INDIA UK Michelin Chewy Huawei Apple Giffgaff PayPal Toyota Volkswagen Tanishq Apple Apple Costco Louis Vuitton MG Premier Inn BlaBlaCar Hilton Christian Dior Maruti PayPal Lacoste Honda Marriott Michelin Netflix Samsung Google AirBnb Hyundai Spotify Yves Rocher Trip Advisor Fresh Hippo Oberoi John Lewis Netflix Marriott Xiaomi Citroën Lloyds Bank Credit Mutuel Nespresso Givenchy AirBnb Booking.com Disneyland Paris Etsy Hugo Boss Marriott Samsung For more information on X INDEX, please contact: sebastien.houdusse@betc.com 39 DARE!