The Kantar CX+ report evaluates the CX performance of companies in the Telecom, Media and Technology sectors, using the Kantar’s CX+ index We are living in an era where experience is everything – whether it is experience derived out of consuming or using a physical product or a service. Majority of CEOs believe that customer centricity is key for driving business growth, in this era of experience. However, there is still a big gap between ambition and reality; while nearly all CEOs in India see the need to become customer-centric, just 37% of consumers believe companies offer truly customer-centric experiences, according to the Kantar CX+ study. The new CX+ TMT report released by Kantar today evaluates companies in the sector based on a unique combination of their experience scores, on dimensions that are critical to the customer’s journey. The basic premise of CX+ is that brand and customer experience have become synonymous, in this increasingly connected environment. Thus, the roadmap to delivering a holistic experience is based on 5 key CX success factors:
- Clarity of brand promise
- Empowered employees
- Empowered customers
- Creating lasting memories
- Reinforcement of brand choice
Category: Telecom Network Providers | |
Ranking | Brand |
1st | Jio & Airtel tie for the First place |
Category: Media Streaming Platforms | |
Ranking | Brand |
1st | Netflix |
2nd | Amazon Prime |
Special mention | Audio streaming providers – Figuring among the top 10 – Amazon Music, Spotify and Apple Music |
Category: Handheld Devices | |
Ranking | Brand |
1st | Apple |
2nd | Xiaomi |
3rd | OnePlus & Samsung tie for the Third place |
Category: Satellite Service Provider | |
Ranking | Brand |
1st | Tata Sky |
- Brands that lead in the CX+ Index have 5x higher engagement levels than those at the lower end of the index.
- The likelihood of their customers remaining loyal to them increases by 5x. While the likelihood of their customers recommending them increases by 1.6x
- Delivering on basics is critical for a telecom provider – price benefits, at the same time delivering on basics of connectivity and customer support.
- The leader brand is seen as being 6x times more customer centric than those at the lower end of the index.
- The leader has 8x higher engagement levels
- Retailers that lead in the CX+ Index are 7x more likely to be recommended than those at the lower end of the index.
- The likelihood of their customers remaining loyal to them increases by 8x
- Even for a newer category like streaming platforms, basic CX attributes emerge as top drivers of CX - ease of getting in touch, value for money, customer centricity and download / buffering speed
- The leader has 8x higher engagement levels than those at the lower end of the index.
- Retailers that lead in the CX+ Index are 9x more likely to be recommended
- The likelihood of their customers remaining loyal to them increases by 7x
- Interestingly, experience in branded stores at the time of purchase, delivery of brand promise and being customer centric are more important drivers of CX than functional aspects relating to the product themselves.