X Index 2023 India Report
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The X Index 2023 India report is the proprietary customer experience barometer by Havas CX India, the specialized customer experience unit of Havas Creative Group India.
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X Index 2023 India Report
- 1. X INDEX 2023 Havas CX Proprietary Customer Experience Barometer
- 2. 2 THE ERA OF HYPER-EXPERIENCE Life has been exceptionally challenging for consumers these past several years. Global inflation was estimated at 9.4% in 2022, up from 4.7% the year prior. Supply chain issues stemming from the COVID-19 pandemic and war in Ukraine have caused extended delays in some categories, while sharp price spikes in food, energy, and other essential goods have left many shoppers unable to afford the bare necessities. We saw in Havas Group’s 2021 “Future of E-commerce” study, for instance, that nearly two-thirds of Prosumers globally had been forced to modify their budgets. Tightened purse strings mean consumers are more demanding than ever. To win their loyalty, brands and businesses must be irreproachable in every way—and must also go beyond competitors to deliver enhancements that stand out. In this year’s research, we explore what it takes for brands to conceive and deliver a “hyper-experience” that can win minds and hearts. How can customer experience (CX) give people compelling reasons to buy? What aspects of the experience can be enhanced to ensure shoppers come away with a feeling not just of satisfaction and financial value but of pleasure? In this report, we answer those questions, drawing on findings from our fifth annual CX survey. 2
- 3. 3 THE HAVAS CX BAROMETER FOR CUSTOMER EXPERIENCE In 2018, Havas CX partnered with research institute OpinionWay to develop the X INDEX barometer, a proprietary research tool that helps clients determine and measure the most critical factors in customer experience. The newest edition covers 10 markets (China, France, Germany, India, Italy, Mexico, Portugal, Spain, the United Kingdom, and the United States) and draws from a survey of approximately 50,000 consumers asked to evaluate the performance of nearly 500 brands. *Pure-player brands FASHION/LUXURY/ SPORT ADIDAS ANTA BREITLING CARTIER CHANEL DE BEERS JEWELLERS DOLCE & GABBANA GUCCI HERMÈS HUGO BOSS LACOSTE LI-NING NIKE PANDORA PUMA ROLEX SWAROVSKI TIFFANY & CO. UNIQLO 49 BRANDS STUDIED IN 9 CATEGORIES CHINA AUTOMOTIVE AUDI BMW GENESIS MOTOR INFINITI MOTOR COMPANY JAGUAR LAND ROVER MERCEDES-BENZ NIO TESLA E-RETAIL JD.COM* PINDUODUO* TAOBAO/TMALL* BANKING CHINA MERCHANTS BANK CITIBANK HSBC STANDARD CHARTERED BEAUTY/HEALTH ESTÉE LAUDER LANCÔME SEPHORA QSR HEYTEA* KFC STARBUCKS HOME KOHLER MOEN TELECOM CHINA UNICOM TECH APPLE BANKING CRÉDIT AGRICOLE CRÉDIT MUTUEL HOME IKEA LEROY MERLIN MANOMANO* FINANCIAL SERVICES SOFINCO* E-RETAIL AMAZON* CDISCOUNT* LA REDOUTE* SHOWROOMPRIVÉ* VEEPEE* FASHION/SPORT ADIDAS DECATHLON GO SPORT H&M INTERSPORT LACOSTE NIKE ZALANDO* FRANCE 50 BRANDS STUDIED IN 13 CATEGORIES RETAIL CARREFOUR INTERMARCHÉ LECLERC LIDL TOTAL MOBILITY/TRAVEL AIR FRANCE BLABLACAR* EUROPCAR OUIGO SIXT SNCF AUTOMOTIVE AUDI CITROËN RENAULT TOYOTA VOLKSWAGEN BEAUTY/HEALTH L’ORÉAL PARIS MARIONNAUD NOCIBÉ SEPHORA YVES ROCHER LEISURE/ ENTERTAINMENT AMAZON PRIME VIDEO* CANAL+/MYCANAL* NETFLIX* SERVICES LA POSTE SPECIALIZED RETAILER BOULANGER DARTY FNAC TECH APPLE HUAWEI OPPO VIVO XIAOMI
- 4. 4 FINANCIAL SERVICES UTI E-RETAIL AJIO* AMAZON* BIGBASKET* TATA CLIQ* BEAUTY/HEALTH NYKAA* SEPHORA SUGAR COSMETICS* BANKING DBS HDFC KOTAK MAHINDRA SBI INSURANCE AEGON DIGIT INSURANCE* ICICI POLICYBAZAAR* RENEWBUY* INDIA 39 BRANDS STUDIED IN 11 CATEGORIES RETAIL AASHIRVAAD DABUR HONEY SAFFOLA OODLES* HOSPITALITY AIRBNB* OBEROI OYO* TAJ AUTOMOTIVE AETHER* CITROËN HYUNDAI KIA NEXA *Pure-player brands FINANCIAL SERVICES KLARNA* PAYPAL* E-RETAIL ABOUT YOU* AMAZON* EBAY* EBAY KLEINANZEIGEN* LIEFERANDO* OTTO* WOLT* GERMANY 50 BRANDS STUDIED IN 14 CATEGORIES RETAIL ALDI LIDL TCHIBO MOBILITY/TRAVEL BIRD* BOLT* LIME* UBER* HOSPITALITY AIRBNB* BOOKING.COM* EXPEDIA* HOLIDAYCHECK* HOME BOSCH IKEA MÍELE SIEMENS BEAUTY/HEALTH SEPHORA BANKING COMMERZBANK DEUTSCHE BANK DZ BANK HYPOVEREINSBANK N26* FASHION/SPORT ADIDAS C&A H&M LACOSTE NIKE ZALANDO TECH APPLE SAMSUNG XIAOMI INSURANCE ALLIANZ AXA ERGO SBK TK LEISURE/ ENTERTAINMENT NETFLIX* LEISURE/ ENTERTAINMENT DREAM 11* LIONSGATE PLAY* MPL* RUMMY CENTRAL* SONYLIV* FASHION/SPORT ADIDAS LACOSTE MYNTRA* NIKE TECH APPLE TELECOM DEUTSCHE TELEKOM O2 VODAFONE SPECIALIZED RETAILER MEDIAMARKT SATURN
- 5. 5 BANKING BANORTE BBVA HSBC BEAUTY/HEALTH FARMACIA SAN PABLO KIEHL’S SEPHORA SKINCEUTICALS HOME GAIA HOME DEPOT LUUNA NESPRESSO MEXICO 47 BRANDS STUDIED IN 14 CATEGORIES E-RETAIL AMAZON* RETAIL CHEDRAUI ELEKTRA LIBRERÍAS GANDHI MINISO PALACIO DE HIERRO SORIANA WALMART TECH APPLE HUAWEI OPPO VIVO FINANCIAL SERVICES CLIP AUTOMOTIVE MG FASHION/SPORT ADIDAS CARTER’S DECATHLON DOLCE & GABBANA LACOSTE LEVI’S LIVERPOOL MARTÍ NIKE PUMA VANS TELECOM AT&T MOVISTAR SKY *Pure-player brands EDUCATION BYJU’S* PLATZI* TEC DE MONTERREY FASHION/SPORT ADIDAS CHAMPION DECATHLON GUCCI LACOSTE NIKE TECHNOGYM INSURANCE PRIMA.IT* MOBILITY UBER* MOBILITY AEROMÉXICO BEAUTY/HEALTH ANGELINI ASTRAZENECA EFARMA* SANOFI* SEPHORA ZAMBON BANKING BANCA MEDIOLANUM CRÉDIT AGRICOLE UNICREDIT TELECOM TIM VODAFONE ITALY 47 BRANDS STUDIED IN 14 CATEGORIES RETAIL AFFINITY MONGE E-RETAIL AMAZON* DELIVEROO* GLOVO* HOME IKEA LEROY MERLIN MIDEA ENERGY/UTILITIES A2A ENEL IREN PETRONAS LUBRICANTS INTERNATIONAL Q8 PETROLEUM QSR KFC STARBUCKS TECH APPLE HUAWEI SAMSUNG LEISURE/ ENTERTAINMENT NETFLIX* ROBLOX* LEISURE/ ENTERTAINMENT CODERE NETFLIX* AUTOMOTIVE ALFA ROMEO AUDI AUTOMOBILI LAMBORGHINI DUCATI FERRARI TESLA VOLKSWAGEN FINANCIAL SERVICES SATISPAY* UNIPOLSAI
- 6. 6 FASHION/SPORT ADIDAS LACOSTE NIKE SEASIDE ZIPPY INSURANCE AGEAS FIDELIDADE MÉDIS TRANQUILIDADE MOBILITY EASYJET TAP UBER* VIA VERDE QSR BURGER KING MCDONALD’S PIZZA HUT SERVICES CTT BEAUTY/HEALTH CUF JOAQUIM CHAVES SAÚDE LUSIADAS LUZ PERFUMES E COMPANHIA SEPHORA WELLS TELECOM MEO NOS VODAFONE ENERGY/ UTILITIES EDP ENDESA GALP PORTUGAL 51 BRANDS STUDIED IN 15 CATEGORIES RETAIL CONTINENTE LIDL PINGO DOCE TECH APPLE SAMSUNG XIAOMI HI-TECH APPLE HUAWEI OPPO VIVO XIAOMI BANKING CGD MILLENNIUM BCP NOVO BANCO SANTANDER TOTTA BANKING BANKINTER EVO* ING SANTANDER FINANCIAL SERVICES REVOLUT E-RETAIL ALIEXPRESS* AMAZON* GLOVO* UBER EATS* HOME FNAC GATO PRETO IKEA LEROY MERLIN WORTEN INSURANCE MAPFRE MUTUA MADRILEÑA PELAYO SEGUROS VERTI* MOBILITY BLABLACAR* IBERIA OUIGO* RENFE RYANAIR UBER* BEAUTY/HEALTH DOVE PRIMOR SEPHORA HOME IKEA LEROY MERLIN WESTWING* SPAIN 56 BRANDS STUDIED IN 14 CATEGORIES E-RETAIL AMAZON* WALLAPOP* RETAIL CARREFOUR EL CORTE INGLÉS LIDL AUTOMOTIVE HYUNDAI SEAT VOLVO FASHION/SPORT ASOS* H&M LACOSTE NIKE PRIMARK ZARA TELECOM DIGI/DIGIMOBIL* LOWI MÁSMÓVIL MOVISTAR O2 VODAFONE ENERGY/ UTILITIES CEPSA HOLALUZ* IBERDROLA NATURGY REPSOL SERVICES CORREOS ENVIALIA* SEUR *Pure-player brands LEISURE/ ENTERTAINMENT NETFLIX* LEISURE / ENTERTAINMENT DISNEY+* NETFLIX* SPOTIFY*
- 7. 7 55 BRANDS STUDIED IN 15 CATEGORIES USA RETAIL ALDI BED BATH & BEYOND BUY BUY BABY CVS TARGET WALMART HOSPITALITY AIRBNB* HYATT MARRIOTT RITZ-CARLTON TRIPADVISOR* HOME IKEA KEURIG MOEN NESPRESSO AUTOMOTIVE AUTOZONE HYUNDAI TOYOTA VOLKSWAGEN QSR CHIPOTLE DOMINO’S DUNKIN’ MCDONALD’S PANERA PAPA JOHNS STARBUCKS INSURANCE ALLSTATE* GEICO* LIBERTY MUTUAL* PROGRESSIVE* ZEBRA* BANKING BANK OF AMERICA CHASE CITI WELLS FARGO FINANCIAL SERVICES CHARLES SCHWAB E*TRADE* FIDELITY ROBINHOOD* E-RETAIL AMAZON* ETSY* WAYFAIR* FASHION/SPORT ADIDAS FOOT LOCKER LACOSTE NIKE BEAUTY/HEALTH MYEYEDR SEPHORA WARBY PARKER HOSPITALITY AIRBNB* BOOKING.COM* BEAUTY/HEALTH AESOP CULT BEAUTY* UK 50 BRANDS STUDIED IN 18 CATEGORIES RETAIL ARGOS ASDA JOHN LEWIS TESCO THE WHITE COMPANY MOBILITY AVANTI BRITISH AIRWAYS GWR UBER* MOBILITY HERTZ SERVICES ENGLISH HERITAGE TECH APPLE TECH APPLE AUTOMOTIVE AUDI CITROËN SEAT ŠKODA TESLA VOLKSWAGEN VOLVO BANKING BARCLAYS HALIFAX HSBC LLOYDS FINANCIAL SERVICES COMPARE THE MARKET* MONEYSUPERMARKET* PAYPAL* REVOLUT* E-RETAIL AMAZON* NECTAR* FASHION/SPORT ADIDAS GO OUTDOORS NIKE INSURANCE AVIVA* TELECOM GIFFGAFF* O2 TELECOM VERIZON* EDUCATION THE OPEN UNIVERSITY* CHARITY CANCER RESEARCH UK HELP FOR HEROES* NATIONAL TRUST ROYAL BRITISH LEGION LEISURE/ ENTERTAINMENT NETFLIX* SPOTIFY* LEISURE/ ENTERTAINMENT COX* NETFLIX* *Pure-player brands QSR COSTA COFFEE HOLLAND & BARRETT MCDONALD’S STARBUCKS PETCARE PETS AT HOME PETCARE CHEWY*
- 8. 8 EMOTIONAL EMOTIONAL OUR UPDATED METHODOLOGY 4 MEASURES DEFINING CUSTOMER PERCEPTIONS OF THE EXPERIENCE CUSTOMER EXPERIENCE SATISFACTION FUNCTIONAL FUNCTIONAL PERSONAL PERSONAL COLLECTIVE COLLECTIVE • It’s easy to find what I’m looking for • I’m not wasting time; it’s efficient • The brand always answers my requests promptly • The brand can quickly adapt its shopping experience to external factors • The in-store/online experience is enjoyable and engaging • I’m always pleasantly surprised by what this brand has to offer • The experience is very different from other brands • This brand often goes beyond my expectations • The brand uses technology to deliver an innovative experience • The brand immediately recognizes me whether I buy online or in store • The brand is centered on my needs as a customer • The brand adapts its offers and communications to my personal needs • The brand gives me helpful recommendations (as experts would) • The brand helps me learn new things through its experience and content • The brand respects my privacy and my personal data • The brand acknowledges and rewards my loyalty well • The brand takes my advice and feedback into account • The brand makes me feel part of a community • The brand encourages/empowers me, through its experience, to take part in its purpose/cause • The online and in-store experience is user-friendly for people with disabilities • The brand treats its employees well • The brand values its employees throughout the shopping experience • The brand embraces diversity • The brand demonstrates it cares about its impact on the planet As a second step, we asked consumers to rate two brands across each touchpoint (from the online or in-store experience to its social media and CRM program) and evaluate the brand’s customer journey. This allowed us to assess individual brands on their overall performance, as well as their strengths and weaknesses along the journey. To qualify, each respondent had to have made at least one purchase from the brand in the previous 12 months. ITEMS RATED FROM 0 TO 10 CUSTOMER EXPERIENCE SATISFACTION First, we invited consumers to rate each of 24 items on a scale of 0 to 10, quantifying its impact on their perceptions of brand experiences. These items range from the functional side of the experience (it’s easy to find what I’m looking for / I’m not wasting time; it’s efficient) to the emotional (the in-store/online experience is enjoyable and engaging / this brand often goes beyond my expectations) and from the personal (this brand is centered on my needs as a customer / this brand acknowledges and rewards my loyalty well) to the collective (this brand makes me feel part of a community / this brand embraces diversity).
- 9. 21% 41% 24% 15% CHINA OUR STATISTICAL APPROACH Yi = β0 +β0,m +(β1 +β1,k)Xi,1 +…+ (βn +βn,k)Xn,1 +εi Once we captured the respondent data, we applied a data model of hierarchical linear regression to determine which are the most discriminating criteria of the experience, and we ranked each brand according to its score, creating the X INDEX. HIERARCHICAL LINEAR REGRESSION • We ran a descriptive analysis to check autocorrelations among the various criteria. • We ran a lasso regression to eliminate less important features. • We finalized the features selection using the results of the lasso regression and the levels of variability per variable (depending on sector) extracted from a first hierarchical linear model by default. METHODOLOGY The model defines the most discriminating criteria (among 24 items) in determining what makes a compelling customer experience. We incorporated specific statements to build models for two typologies: bricks & clicks (B&C) brands—retailers that maintain brick-and-mortar stores in addition to selling online—and internet-only retailers (pure players). For the modeling phase, we used a “mixed effects model” to add another level of detail and distinguish the effects of sectors and brands on CX satisfaction. We then applied a data model of hierarchical linear regression to determine the top 10 most discriminating criteria of the experience, and we established a ranking of the brands according to their score: the X INDEX. WHAT BUILDS CX SATISFACTION AROUND THE WORLD? BRICKS & CLICKS EACH MARKET PRIORITIZES A UNIQUE SET OF CX FACTORS FUNCTIONAL EMOTIONAL PERSONAL COLLECTIVE 40% 23% 17% 20% PORTUGAL 43% 32% 15% 11% UK 23% 36% 22% 6% SPAIN 44% 33% 12% 11% FRANCE USA 34% 39% 16% 12% INDIA 19% 44% 17% 21% ITALY 49% 24% 17% 10% 21% 50% 22% 6% GERMANY 33% 35% 16% 15% MEXICO 9
- 10. PURE PLAYERS What we have learned from our studies is that what adds value and builds brand loyalty in one market may fail to satisfy consumers in another market. CLUSTER 1: FUNCTIONALITY-ORIENTED In the first cluster, we find five European markets (France, Italy, Portugal, Spain, and the United Kingdom) that give the most prioritize hassle-free shopping and competent customer service. Examining the weight given to all four aspects of the purchase experience—functionality, personalization, emotion, and collectivism—we can discern that the 10 markets surveyed break into three clusters. (Figures shown are average of B&C and pure-player scores.) CLUSTER 2: EMOTION-ORIENTED In the second cluster, we find a mix of highly developed and emerging markets: Germany, India, Mexico, and the United States. In these countries, shoppers want to feel engaged and delighted. They value the experience of shopping almost as much as what ends up in their carts. CLUSTER 3: PERSONAL-ORIENTED Of the 10 countries surveyed, China stands out for its heightened emphasis on personal experiences. Chinese consumers want to be respected and rewarded by their brand partners. They have a keen interest in feeling valued as individuals, not merely as shoppers. WEIGHT OF EMOTION MEXICO 38% PORTUGAL 37% UK 44% GERMANY 48% SPAIN 32% USA 42% WEIGHT OF PERSONAL WEIGHT OF FUNCTIONALITY FRANCE 45% INDIA 43% ITALY 47% CHINA 33% FUNCTIONAL EMOTIONAL PERSONAL COLLECTIVE 33% 29% 27% 11% PORTUGAL 46% 44% 7% 4% UK 40% 39% 5% 14% SPAIN 25% 18% 42% 15% CHINA 45% 46% 9% 0% FRANCE USA 37% 43% 21% 0% INDIA 38% 42% 10% 9% ITALY 44% 33% 15% 8% 36% 46% 18% 0% GERMANY 37% 41% 5% 18% MEXICO 10
- 11. In previous years, we saw that the emotional criteria tended to be more dominant, to varying degrees, across nations. This has changed for some as their CX criteria has started focusing on the functional or personal criteria, while others have leveraged the emotional criteria more. In line with this, for the second consecutive year, we see that emotional criteria is the greatest criteria for discrimination between customer experiences in India, but there are key nuances to consider now. IN THESE TIMES WHAT FACTORS MATTER TO CONTINUED GROWTH IN CUSTOMER SATISFACTION DEFINING WHAT MATTERS FOR CX EFFICIENCY IN INDIA Across the indicators we were able to create a collective grade for each country. In the previous X Index barometer we noted that India was the only country with a lower score than the previous period & identified key factors to reverse the degrowth. Since then, we’ve seen an appreciable increase in the average scoring for the market, indicating that brands have made strides in addressing key expectations from customers. But there’s still a long way to go before we reach the pre-pandemic levels, because while we’ve made strides forward, expectations of brands have also gotten bigger. 2020 8.97 8.04 7.84 7.54 7.54 7.65 7.53 7.71 7.03 7.79 7.96 7.96 8.O6 7.86 7.80 7.69 7.31 8.56 7.12 8.28 8.52 8.35 8.75 AVERAGE GRADE PER COUNTRY 2021 2022 0 10 FRANCE PORTUGAL UK SPAIN CHINA US INDIA GERMANY ITALY MEXICO 11
- 12. The single most impactful element of CX across players in India were those who provide unique, novel or innovative experiences for their customers. This is pattern not seen in the other markets. However, this thirst for unique/differentiated CX does not connote pure self-indulgence, in the case of bricks & clicks it conjoins a need to be a part of a shared community experience that is enjoyable and engaging. While in the case of Pure players this is instead conjoined with the experience being effcient and going beyond what’s expected of the brand. WHAT ELEMENTS OF CX DRIVE SATISFACTION FOR INDIANS MOST DISCRIMINATING FACTORS FOR CX IN INDIA PURE PLAYERS FUNCTIONAL EMOTIONAL PERSONAL COLLECTIVE 19% 44% 17% 21% FUNCTIONAL EMOTIONAL PERSONAL COLLECTIVE 38% 42% 10% 9% BRICKS & CLICKS The brand adapts its offers and communications to my personal needs 7% The brand treats its employees well 8% I'm always pleasantly surprised by what this brand has to offer 9% This brand often goes beyond my expectations 9% It's easy to find what I'm looking for 9% The brand always answers my requests promptly 10% The brand respects my privacy and my personal data 10% The instore / online experience with this brand is enjoyable and engaging 11% The brand makes me feel part of a community 13% The experience is very different from other brands 15% I'm always pleasantly surprised by what this brand has to offer 5% The brand can quickly adapt its shopping experience to external factors 6% The brand always answers my requests promptly 8% The instore / online experience with this brand is enjoyable and engaging 9% The brand makes me feel part of a community 9% It's easy to find what I'm looking for 10% The brand helps me learn new things through its experience and content 10% This brand often goes beyond my expectations 12% I'm not wasting time, it's efficient 14% The brand uses technology to deliver an innovative experience 16% #1 Differentiated experiences are paramount 12
- 13. When we step back and consider all of this we realise that, like in past X Index barometers, Indians continue to value the relationships they form with brands. They continue to want brands to engage in interactions that make them feel valued as customers but this is now also layered with an expectation that this be a relationship that also manifests at a community level. While other markets expect brands to provide inclusive experiences for differently-abled customers and showcase that they care about the impact the brand has on the environment, Indians prioritise being included as a part of a larger community and that the brand shows that they care for and treat their employees well. #2 It matters that brands build communities and treat their employees right When it comes to personal factors, we once again see interesting differences emerge in what’s expected of brands. While the expectation that brands know who they are is common across markets, what makes India unique is that across the 10 markets we are one of the only 2 markets that expect brands to help us learn new things through their experience and content. This is distinctly apparent when it comes to elements that drive CX impact for Pure players. #3 Help them learn through the brand experience and content 13
- 14. 98.1 91.8 88.2 73.5 67.1 59.7 56.7 54.6 53.9 53.5 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 IN INDIA, US pure player Airbnb took the top spot, with six of the remaining brands belonging to two industries: automotive and financial services. Nike and two e-retailers rounded out the group. 41.3 #10 AND THE WINNERS ARE… In looking at the highest-scoring brands in our study, we see notable distinctions by market—and one clear winner: Apple, which placed among the top five brands in seven of the 10 markets and was number one in France, Germany, and Portugal. Notably, it did not place in the top 10 in its home market, the US. TOP 10 BRANDS PER COUNTRY IN CHINA, 97.6 86 71.3 67.8 60.4 58 53.9 53.9 51.6 50.4 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 97.6 82.4 81.4 70.7 66.2 60 55.8 52.6 52.5 IN FRANCE,Apple took first place in this new ranking, affirming its exceptional performance in function and emotion. Netflix made the list for the fourth year in a row. #1 #2 #3 #4 #5 #6 #7 #8 #9 IN GERMANY,Apple came in first, followed by high-end domestic appliance manufacturer Míele (competitors Bosch and Xiaomi also made the top 10). The remainder of the list was divided between pure players (Airbnb, PayPal, Booking.com) and sports apparel brands (adidas, Nike, Lacoste). 97.3 90.3 69.9 66.1 65 59.7 59.6 58.5 53.6 45.9 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 although financial services company Citibank took the number one spot, luxury goods—ranging from automakers Tesla and Mercedes-Ben z to fashion house Dolce & Gabbana and high-end jewelers Cartier—filled out the remaining nine spots. For Chinese consumers, luxury and exclusivity are synonymous with a quality brand experience. 14
- 15. 13 AND THE WINNERS ARE (CONT’D) TOP 10 BRANDS PER COUNTRY IN MEXICO,sports and apparel brands, led by adidas and Nike, dominated the list. Also in the top five: bookstore chain Librerías Gandhi and children’s online coding platform BYJU’s FutureSchool. IN ITALY,luxury cars are king, with Audi, Lamborghini, Ferrari, and Tesla all making the list, as did Italian motorcycle brand Ducati. Apple came in second place, with Samsung taking the fifth rung. 97 89.1 77.6 72.3 67.2 64.3 59.7 58.2 56.5 56.5 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 IN PORTUGAL, tech companies (Apple and Samsung) took the top two spots, and three sports apparel brands (adidas, Nike, Lacoste) also made the cut. The one homegrown company among the top 10 is healthcare brand Joaquim Chaves Saúde. 97.5 98.1 92.2 79.7 85.7 69.3 82.6 67.9 82.3 67.1 77.9 64.2 74.5 62.6 68.7 60.4 65.3 53.2 63.3 50.9 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 INTHEUK,two armed forces charities made the list, including Help for Heroes in the top spot. The remainder of the top 10 grouping crosses multiple categories, from tech companies to beauty and education. Telecom giffgaff was cited for the third year in a row but dropped from first to fourth place. 97.9 78.7 76.3 75.5 71.3 70.2 64.8 62.5 58.4 54.2 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 IN SPAIN,three mobile telecoms—O2, Lowi, and Digi— topped the list. For the second year, Apple, ING, and Amazon also made the top 10. 98.1 97.6 90.2 86.1 82.6 74.3 63.5 62.6 62.6 62.4 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 IN THE US, pure player Chewy, a pet supply retailer renowned for its ability to surprise and delight customers, retained the top spot for the third year. It was one of six US-based brands to make the list. 98.9 83.6 83.2 83.1 81.6 78.4 78.2 77.8 76 75.2 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 15
- 16. 14 DELIVERING A HYPER- EXPERIENCE: LEARNINGS FROM OUR RESEARCH How can brands deliver outstanding CX in turbulent times? That requires both reliable functionality and the finely calibrated pressing of personal touchpoints. Modern consumers are spoiled for choice and service. They expect seamless interactions, of course, but also appreciate unexpected touches—things like complimentary add-on subscriptions, for instance, or meaningful (and hassle-free) loyalty rewards. Our newest research uncovers three must-haves for hyper-experiences: efficiency and pleasure, hyper-personalization, and a sense of community. 16
- 17. 1 CONSUMERS WANT IT ALL: DON’T COMPROMISE ON EFFICIENCY OR PLEASURE 17
- 18. IMPERATIVE #1: CREATE EFFICIENCY ALL ALONG THE JOURNEY MAKE THE MOST OF PEOPLE’S TIME USERS DEMAND THAT BRAND ECOSYSTEMS ARE NOT ONLY EFFICIENT, BUT A PLEASURE TO ENGAGE WITH AS WELL Brand omnichannel experiences have had time to settle in and iterate on their CX fundamentals, elevating experiences to go beyond pure efficiency and be pleasurable to engage with. This has allowed consumers to experience what good CX feels like and elevated expectations. Now more than ever brands need to continue to improve the systems that consumers interact with, by creating engaging and frictionless experiences across their touchpoints. CONTRIBUTION TO THE X INDEX: I’M NOT WASTING TIME, IT’S EFFICIENT INDIA 8.75/10 Global Average 8.76/10 Bricks & Clicks The expectations around car apps have grown over the years as more and more people start to form baselines of what to expect from a well equipped app. With that in mind Hyundai upgraded its customer experience by creating a one-stop app to all Hyundai services for both customers and prospects. From usual owner expectations for car health and upkeep, complete integration with onboard information and getting reports from the car on its health, customisable alerts from the car to the app to being able to handle the entire car booking experience in app. Insurance in India has seen great growth and increased uptake across all stratas of society. A large part of this has been the access to data and mobile devices. However, the task of signing on for a policy was still long and involved copious amounts of documentation and the frustration associated with having to jump through many hoops to finish the process. Aegon Life decided to simplify the process by moving it fully online and reducing the load on the user to upload the data. Instead, the platform utlises their identities to source and corroborate documents automatically making the policy buying and underwriting processes seamless. In one swoop they eliminated frustration from the process and made it a pleasure to engage with. 8.74/10 Pure Players 18
- 19. ALWAYS BE ADAPTIVE CONTRIBUTION TO THE X INDEX: THE BRAND CAN QUICKLY ADAPT ITS SHOPPING EXPERIENCE TO EXTERNAL FACTORS In an effort to improve engagement and communication with Investors, UTI Mutual Funds launched a Whatsapp chat service that provides 24/7 automated investor support in order to provide a convenient means of access to information and key services all in one place. From portfolio details, statements, insights, information and help in decision making all the way to actual transactions it’s all handled in chat. FACILITATE SEARCH WITHIN YOUR ECOSYSTEM CONTRIBUTION TO THE X INDEX: IT'S EASY TO FIND WHAT I'M LOOKING FOR Where most OTTs focused on creating the most varied libraries in order to drive adoption, LionsgatePlay instead focus on using their own premium content and a steadily growing library of original content focused on young India. Alongside these Hindi originals they also invest in regional dubs for all their content making their premium content accessible to all audiences in the language of their choice. This has resulted in them becoming the OTT with the most daily watch time in India (90 minutes), the majority of which happens on larger screens. INDIA 8.80/10 Global Average 8.80/10 Bricks & Clicks INDIA 8.74/10 Global Average 8.74/10 Bricks & Clicks 8.80/10 Pure Players 8.74/10 Pure Players Picture Courtesy: Minus One S2 Picture Courtesy: UTI Mutual Fund 19
- 20. CONTRIBUTION TO THE X INDEX: THE IN-STORE / ONLINE EXPERIENCE WITH THIS BRAND IS ENJOYABLE AND ENGAGING The home gym equipment market saw a boom during the pandemic in India, a boom that still continues. Housebound people decided to up their physical & mental health focus and as more and more digitally savvy, OTT loving, content consuming Indians start their fitness journeys their first question is “how do I build a regimen to start with?” Nike in association with Netflix created 10 entire series on fitness, workouts and training for all users. This focus on creating engaging content is also a way in which to introduce users to the Nike Training Club. This effort has resulted in a lot of positive conversations and interest in the training club itself, which has its own ecosystem for users to get regimens tailored to their needs. ANSWER QUICKLY OR DIE TRYING Seeing the need to make advisor interactions with customers more fruitful and efficient the brand implemented Salesforce CRM to build unified views of the customer journey for real-time contextual information for every unique case they handle and have seen an improvement in advisor experiences, a marked reduction in handling time for resolutions (8%) and an increase in first time resolutions (15%). IMPERATIVE #2: BRING PLEASURE TO THE FOREFRONT CONTRIBUTION TO THE X INDEX: THE BRAND ALWAYS ANSWERS MY REQUESTS PROMPTLY EMOTIONAL CONNECTIONS MAKE A DIFFERENCE Seeking to alleviate the pains felt by customers seeking to settle claims with minimal fuss, Policy Bazaar, created an AI-enabled WhatsApp bot that users could chat with to submit all the details of their claim and be guided in real time on chat itself with anything else they might have to do to secure their claim. This also included being able to track their claims status. The removal of friction in the process of settling claims, has resulted in a 40% reduction in queries regarding claims status, e-cards and other claim filing issues & there’s been a 10% increase in the number of claims submitted digitally. INDIA 8.74/10 Global Average 8.74/10 Bricks & Clicks INDIA 8.76/10 Global Average 8.77/10 Bricks & Clicks 8.74/10 Pure Players 8.75/10 Pure Players Picture Courtesy: Nike 20
- 21. GO THE EXTRA MILE Taj hotels sought to elevate guest experiences by creating experiences tailored to the modern guests’ needs. Keeping their values of caring for society and the environment at the forefront, they created Carecations, where guests can opt for curated experiences that lead to positive change. From volunteering, to engaging with unique communities, to immersing themselves in preserving the heritage & taking part in nature conservation, they did it all. Another novel set of experiences were tailor-made for the feminine persuasion across key properties. This is called their Woyage programme. All of this comes together to create a sense of anticipation and pleasure surrounding the question of what other novel experiences this storied hotel chain will create next. CONTRIBUTION TO THE X INDEX: THE BRAND ALWAYS ANSWERS MY REQUESTS PROMPTLY SURPRISE AND DELIGHT CONTRIBUTION TO THE X INDEX: I’M ALWAYS PLEASANTLY SURPRISED BY WHAT THIS BRAND HAS TO OFFER TATA Cliq Luxury’s marquee event, “The Luxe Life “, now in its third year, keeps in sync with its ethos of exploring the ever evolving landscape of Luxury in India. Each year has a focus on new ideas , trends and celebrates unique creative voices in India’s luxesphere. This community of perspec- tives is captured in film and content and celebrated across their channels for users to engage in. This culminates in a yearly event where thought leaders in the space explore the nuances of how the category has evolved and where it’s going in the future. INDIA 8.72/10 Global Average 8.72/10 Bricks & Clicks INDIA 8.75/10 Global Average 8.73/10 Bricks & Clicks 8.71/10 Pure Players 8.75/10 Pure Players Picture Courtesy: Tata Cliq Picture Courtesy: Taj Hotels 21
- 22. INDIA 8.77/10 Global Average 8.76/10 Bricks & Clicks In order to make product returns seamless and a hassle free experience for both customers and their supply chain Ajio along with their delivery partner Dehlivery integrated a technology-based Quality Check Return Product (QC-RVP). With the help of the QC-RVP, agents can check over 20 different quality control points at the customer’s doorstep before sending the package back to AJIO. With this technology, AJIO has successfully increased the resale ability of returned goods to 98 per cent in 2022 from mere 25 per cent, boosting margins and reducing waste. Additionally, AJIO has been able to shorten the process of refund remittance to 24 hours, while this QC-RVP solution has resulted in a 130 per cent jump in AJIO’s NPS (Net Promoter Score). IT’S ALL ABOUT DIFFERENTIATION CONTRIBUTION TO THE X INDEX: THE EXPERIENCE IS VERY DIFFERENT FROM OTHER BRANDS Nexa has always been about treading new territory for MSIL. In keeping with their willingness to explore new avenues to engage consumers they chose to enter the metaverse & create a virtual showroom called the ‘NEXAverse’ and launched it alongside their new SUV offering, the Grand Vitara. Young, tech savvy consumers can engage with the new car in the NEXAverse through the immersive experience on the platform and even book the car inside the NEXAverse itself. They’ve continued to expand on this with a later expansion into the Metaverse with their inclusion of the ‘ARENAverse’ where they’ve brought in the entire range of models in-environment for user to engage with, explore and book. USE THE TECH TO MAKE A DIFFERENCE CONTRIBUTION TO THE X INDEX: THE BRAND USES TECHNOLOGY TO DELIVER AN INNOVATIVE EXPERIENCE INDIA 8.74/10 Global Average 8.76/10 Bricks & Clicks DBS’s consistent commitment to the concept of ‘Unbanking’, where the bank focuses on making their offerings truly customer first by using their Digibank to make themselves a part of their customers daily lives through the usage of their services with a focus on ease of use, service and support enabled by technology providing them with intelligent tools that seamlessly embed themselves into customers daily lives. 8.77/10 Pure Players 8.73/10 Pure Players Picture Courtesy: Ajio 22
- 24. CUSTOMERS EXPECT BRANDS TO BE WHERE THEY ARE & KNOW WHAT THEY WANT Brands that stand out, stand out because they’re constantly iterating with the tools to actively understand and act upon their customers needs. These tools allow for a discourse between them leading to stronger relationships. Today, a brand’s expertise is measured on how quickly and accu- rately they can address consumer needs. This in fact allows for brands to add new layers and dimensions to the interaction between them and also develop new avenues to build competitive advantages. MAKE IT ALL ABOUT THEM CONTRIBUTION TO THE X INDEX: THE BRAND ADAPTS ITS OFFERS AND COMMUNICATIONS TO MY PERSONAL NEEDS Nike’s App provides multiple levels of access to their users. For those who choose to a part of the member’s programme get personalised promotions to kicks and merchandise they’re interested in, exclusive access to events and more. In fact, when combined with the fact that members also get early access to new products, this becomes a potent combination of exclusivity and helps in using past behaviour to person- alise what they’ll most likely engage in. INDIA 8.76/10 Global Average 8.77/10 Bricks & Clicks HELP THEM PROTECT THEIR DATA CONTRIBUTION TO THE X INDEX: THE BRAND RESPECTS MY PRIVACY AND PERSONAL DATA As a part of their efforts to educate users on how to protect their information and maintain privacy HDFC launched a PSA campaign with ‘Vigil Aunty’. 'Vigil Aunty', encouraged people across the country to practise safe banking habits. This complemented the Bank's popular 'Mooh Band Rakho' campaign which urges people not to share their confidential banking information with others. Through a series of videos, reels, chat shows, Vigil Aunty, created awareness on safe banking do's and don'ts. HELP THEM LEARN NEW THINGS CONTRIBUTION TO THE X INDEX: THE BRAND HELPS ME LEARN NEW THINGS THROUGH ITS EXPERIENCE AND CONTENT User-generated content is a gold mine. This form of content builds community, boosts engagement, is naturally keyword rich, and acts as word-of-mouth feedback for future customers. AirBnB launched a campaign where guests would share their experiences with their hosts as a series of photos from their trip and then AirBnB would render those photos into short videos about their stay helping educate other users on their magical experiences made possible by the host. INDIA 8.73/10 Global Average 8.75/10 Bricks & Clicks 8.75/10 Pure Players INDIA 8.77/10 Global Average 8.81/10 Bricks & Clicks 8.73/10 Pure Players 8.74/10 Pure Players 24
- 26. India is steadily growing more inclusive in the workplace & important manifestations of this is the recognition of same-sex partners of their LGBTQIA employees as dependants for group medical / health insurance (PnG, Tata consumer products, Axis Bank and more) & Period leaves for women and transgender employees. (Zomato, Swiggy, Byju’s and more) INCLUSIVITY AND DIVERSITY CONTINUE TO BE NON-NEGOTIABLE PILLARS FOR BRANDS. BUT HAS ALSO EVOLVED TO INCLUDE HOW BRANDS TREAT THEIR OWN PEOPLE. Experience creates community when everyone is invited and is treated right. Community experience in India takes on more nuanced role. Indians want to feel like they’re invited to contribute as a part of a shared experience. To them seeing how a brand treats their employees reveals a lot about whether that brand is worth engaging with or not. EVERYONE’S INVITED TO SHARE IN THE EXPERIENCE CONTRIBUTION TO THE X INDEX: THE BRAND MAKES ME FEEL A PART OF A COMMUNITY Nexa has consistently engaged with users by using a multi-pronged approach to making themselves a part of key pop culture events during the calendar year like the Nexa Lounge at Lollapalooza India & the Lakme Fashion Week as well as creating and running multi year content properties like Nexa Music , where up and coming artists and well know jurors engage in competition till only the best remain. In fact these artists participated in Lollapalooza as well. They also celebrate customers with their ongoing series “Live the Highway Dream” where videos and content about their customers are curated. DIVERSITY, INCLUSION & EMPLOYEES CONTRIBUTION TO THE X INDEX: THE BRAND TREATS ITS EMPLOYEES WELL + THE BRAND EMBRACES DIVERSITY INDIA 8.74/10 Global Average 8.76/10 Bricks & Clicks 8.72/10 Pure Players INDIA 8.77/10 Global Average 8.78/10 Bricks & Clicks 8.76/10 Pure Players 26
- 27. In an era of virtually unlimited brand choice and algorithm-fueled customer service, brands that want to stand out and earn loyalty must go beyond top-notch service to create hyper-experiences that offer both efficiency and emotional connections. Consumers have more options than ever when it comes to choosing brand partners; the brands that work their way into customers’ hearts will be those that create moments and interactions that go beyond the expected. Bottom line: Shoppers want to be recognized, respected, and rewarded as individuals—made to feel that the brand understands their unique lifestyles, mindsets, priorities, and needs. They want brands to talk to them when they’re in the mood to listen while working seamlessly in the background to make their lives easier when they don’t feel like communicating. And they are looking for brands that understand, share, and promote their values, including those related to community and inclusion. OUR TAKEAWAYS: #3 Create community by ensuring everyone has access and feels welcome. #2 In the era of algorithms, make smart use of data to truly inform product and service experiences. #1 Satisfy hyper-demanding customers by For more information or to deep-dive into a specific brand, category, or market, please contact: Prashant Tekwani, Managing Partner, Havas CX India prashant.tekwani@havas.com CLOSING THOUGHTS 27 For more details contact us at contact.india@havascx.com
- 28. X INDEX