Havas CX India
X INDEX 2024

It’s Time To Go Beyond Expectations

The stakes to deliver exceptional customer experience (CX) have never been higher. While in the past, good CX only depended on efficiency and customer satisfaction, this year, the customers want more – they want the brands to go above and beyond expectations.

What is X Index?

The X Index report is a proprietary study conducted by Havas CX to understand the standing of different brands across the customer experience index. The report leverages the X Index barometer, a proprietary research tool that helps clients determine and measure the most critical factors in customer experience.

The Research

This year, Havas deployed the global research across 9 markets (Brazil, Argentina, France, India, Mexico, Portugal, Spain, the United Kingdom, and the United States) and surveyed over 55,000 customers catering to 525 brands.

While specifically in India, the study surveyed over 5,000 customers across 50 brands. The brands in question operated from 9 different industry categories – Automotive, Beauty/Health, E-Retail, Banking, Fashion/Luxury, Hospitality, Tech, Insurance, and Financial Services.

The Winning Trifecta for CX

According to our research, a new equation is driving value for CX:

EFFICIENCY + PLEASURE + GOING BEYOND

For the first time, one factor was equally ranked across all markets and models. That factor was ‘going beyond expectations’. Consumers now expect brands to go the extra mile. In today’s competitive environment, they seek out brands that consistently deliver more than what’s asked and strive to impress at every touchpoint.

Discover more

The X Index 2024 India edition

With new brands emerging at every turn, how can your brand stand out for the customers who are spoilt for choice? The 2024 report breaks down how efficiency is now an expectation, and just meeting expectations is simply not enough.
Want to know how your brand can build a strong CX? Watch this video to find out!

The 4-Year Journey of X Index

2023-24: The Rise of ‘Me’ and Personalisation

The latest report witnessed a new evolution of customer needs and priorities. In a market flooded with choices, Indian consumers are now prioritising brands that recognise and respect their uniqueness, pushing the boundaries of personalisation and emotional engagement.

The Rise of 'Me'and Personalisation

2022-23: Emotional Connections Getting Us Back Together

This year revealed a deeper need for brands that cared, understood and connected with the customers. With the rise of ‘the era of hyper-experience’, the importance of community creation, data-driven personalisation and balancing efficiency and enjoyment was also on the rise.

Emotional Connections Getting Us Back Together

2021-22: Adapting to the New Normal

With the pandemic shifting the landscape, the consumers started demanding only one thing, for brands to go the ‘extra mile’. They now expected brands to go the extra mile with brand image, inclusivity, deepened relationships and making customers feel valued.

Adapting to the New Normal

2020-21: The Pre-Pandemic Effect

Thriving on three core pillars – functionality, personal engagement, and community building, the report illustrated how during this period, the brands that aligned purpose with action, prioritised efficiency, and crafted meaningful connections stood out.

The Pre-Pandemic Effect

Get the Report

Interested in diving deeper into the X Index barometer? Whether you’re looking to understand how to further the CX initiatives of your brand or want to access the latest report, we’re here to help. Email us at: [email protected]

You can also reach out to us for copies of the Previous X Index reports from 2019-2023.