Has customer experience stalled? There are certainly indicators that suggest as much. Consumers question whether businesses are really taking their feedback seriously – with just 11% believing that to be the case. Meanwhile a rather weak 12% of people feel that brands have made significant improvements to the customer experience in recent years. The Forrester US Customer Experience (CX) Index, 2019 shows that most brands are only achieving the dizzy heights of 'ok' at the moment.
The trick is to know when you need which approach – and over time, you will need both. If you've just made a big change, let things settle down and become part of your culture. Then, as long as you are making progress, evolution is the way forward. But when improvements tail off, you hit a plateau, and when you find you're spinning your wheels, it's time to shake things up and spark a revolution. In our survey we asked our audience whether they felt they needed evolution or revolution in the coming year. Most think that an evolutionary approach is right for them, but close to a quarter of our audience are ready for a revolution. Bring it on!