Forrester has announced its U.S Customer Experience Index 2020, along with a report on how brands build loyalty through the quality of their CX. Report author TJ Keitt notes that after several years of little to no gains, 27 percent of the 250 brands across 14 industries that the index tracks saw improvements to their CX scores. Additionally, nine industries improved their score averages.

Keitt asserts that high performers have a deep understanding of their customers that allows them to consistently meet their needs, which in turn, builds goodwill. That goodwill can translate to forgiveness if a brand mishandles a situation, including making mistakes during the current COVID-19 crisis.

However, that bank of benevolence may be more important as the economy reopens. Based on Forrester’s survey of about 97,000 U.S. consumers, COVID-19 seems to have had a negligible impact on this year’s CX Index. Changes in perceptions about attributes such as effectiveness (0.2 decline in six industries), ease (0.2 drop in eight industries), and emotion (0.2 and 0.4 increase for two industries and a 0.1 decrease for another) were so small as to be “statistically significant but inconsequential.”

Brands that have retained customers’ loyalty through the COVID-19 pandemic could see a surge in spending as a result of pent-up demand among those consumers, Keitt posits. Those winning brands are likely to be CX leaders, such as the 27 percent of brands whose CX Index scores increased over 2019. Among those gaining ground, the report notes, the average increase was 3.6 points and eight brands saw gains of five or six points. And among those industries whose score averages increased, airlines had the biggest gain, at 3.3 points.

Based on Forrester’s research, customers will reward brands with their business and loyalty for not adding to any unease and uncertainty they’re feeling due to the pandemic. For example, Keitt notes, when a brand takes actions that make customers feel appreciated, they’ll respond in kind: 76 percent say they’ll keep buying from the brand, 80 percent say they’ll increase their spending with it, and 87 percent say they’ll recommend the brand. Conversely, only 18 percent of disappointed customers will remain customers or increase their spending with a brand and only 15 percent will recommend that brand.

Here’s is a sampling of this year’s standout brands claiming the top slot in their industry:

About the Author

Ginger Conlon, editorial advisor at DMCNY’s MKTGinsight, catalyzes change in marketing organizations. Ginger is editor-in-chief of MediaVillage and president of DMCNY. She is a frequent speaker on marketing and customer experience, and serves in advisory or leadership roles for several industry organizations. Ginger was honored with a Silver Apple lifetime achievement award for her contributions to the marketing industry.​

Find her at @customeralchemy and on LinkedIn