Forrester’s 2024 Canada Customer Experience Index: Canadian Brands’ CX Quality Hits Its Lowest Point
Forrester Research, Inc. (FORR)
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Source: Business Wire
Nearly 60% of brands in the region see a decline in CX quality over the past year NASHVILLE, Tenn. & CAMBRIDGE, Mass.--(BUSINESS WIRE)--Forrester’s (Nasdaq: FORR) Canada Customer Experience Index (CX Index™) rankings reveal that the average CX quality among Canadian brands has fallen to its lowest point following a second consecutive year of decline. In addition to nearly 60% of brands and eight industry averages decreasing in CX quality over the past 12 months, brands in Canada are struggling to connect with customers emotionally. One of the main contributors to this declining trend is brands neglecting to prioritize employees’ well-being and needs, which in turn leads to poor customer experiences. Additionally, inept conversational interfaces and chatbots are resulting in poor digital CX.In 2024, five of the six “elite” brands — the top 5% of brands in the entire CX Index — are new, including Acura, Chrysler, La Maison Simons/Simons, Mercedes-Benz, and RBC Dominion Securities. On
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