From Customer Experience to Citizen Experience: Global Havas Study Uncovers Shift in Demand

Key Facts

The X Index, which is in its fourth year, surveyed 50,000 consumers across nine markets (U.S, UK, France, China, Brazil, Turkey, India, Portugal and Spain) and evaluated the customer experience performance of 500 brands.
“This brand makes me feel like I’m part of a community” > > Tweet this Compiling the ratings of all interactions that consumers may have with a brand throughout their journey – from the brand image to their life with the product or service itself, through the relationship (both push and pull), the customer service and the purchase journey – the 2022 X Index found that brand image is the main discriminating factor across all countries.
This year’s X Index research reveals that increased consumer expectations around trust, sustainability and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience.
In all countries this year, the main discriminating criterion is “I trust this brand,” which represents 31% of the X Index for brick-and-mortar brands in France, 30% for brick-and-mortar brands in the U.S. and up to 42% for pure player (digital native, online-only) brands in the UK.