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The preferences of Indian consumers have evolved, leaving some brands struggling to keep up while others capitalise on this shift, according to the latest 'The X Index' India report by Havas CX India. This specialised customer experience (CX) vertical of Havas India which includes Think Design and Ekino has released the findings that shed light on the changing landscape of consumer expectations and brand performance in the country.
The X Index report, now in its sixth year surveyed 55,000 consumers across nine global markets, including the US, UK, France, Mexico, India, Portugal, Spain, Brazil and Argentina to evaluate the CX performance of 525 brands. The study utilised 23 metrics across four key measures—Functional, Emotional, Personal and Collective, to determine the criteria that create compelling customer experiences.
This year’s report focuses on 50 brands across nine categories and includes in-depth insights into five key sectors - Banking, Financial Services, and Insurance (BFSI), Ecommerce, Automobile, Beauty & Healthcare and Hospitality.
Top Brands
The X Index 2024 India report identifies the top ten brands that have excelled in delivering superior customer experiences
These brands have set new standards in customer experience by combining innovation with a deep understanding of Indian consumer preferences.
David Shulman, Global CEO, Havas CX Network, said, "At Havas CX, our mission has always been to stay ahead of the curve in understanding and delivering what customers truly value. The X Index 2024 – India Edition highlights a pivotal shift in customer expectations globally and in India, where efficiency, emotional engagement, and personalised experiences have become non-negotiable. This year’s findings across nine markets reaffirm that to remain competitive, brands must go beyond merely meeting expectations and strive to exceed them at every touchpoint. Together, we are setting new standards in customer experience, driving innovation, and creating lasting connections with consumers worldwide.”
Rana Barua, Group CEO, Havas India, South-East Asia & North Asia (Japan & South Korea), said, “Over the past few years, Havas CX India has emerged as a key player within the Havas India ecosystem. Together with Think Design and Ekino, it forms a powerful network. In today’s rapidly evolving market, customer experience is crucial to brand success. When we launched X Index in India, we addressed a significant gap - brands needed data-driven insights to elevate their CX journeys. Four years on, the report has become an industry benchmark, a trendsetter, and a tool for forecasting market shifts. This year’s X Index continues to provide invaluable insights, preparing brands to be future-ready. Congratulations to all the brands featured.”
Prashant Tekwani, Managing Director, Havas CX India & Ekino India, said, "India’s CX landscape is rapidly evolving, and at Havas CX, we are at the forefront of this transformation. The X Index 2024 – India Edition reveals how Indian consumers are increasingly seeking personalised and emotionally resonant experiences. Our deep understanding of local nuances, combined with our global expertise, allows us to craft strategies that not only meet but exceed the expectations of Indian customers. As we continue to innovate, Havas CX India remains committed to delivering experiences that are as diverse and vibrant as the market we serve."
Key Insights
The X Index 2024 report highlights the emergence of a 'New CX Contract' where merely meeting customer expectations is no longer sufficient. Businesses must now adopt a holistic approach that combines functionality, emotional engagement and exceeding customer expectations.
Differentiated Experiences Are Paramount: In India, providing unique, novel or innovative experiences is the most impactful element of customer experience. The focus on differentiation is a pattern not observed in other markets, making it a crucial factor for brands operating in India.
Value Exchange for Data Sharing: Indian consumers are generally comfortable sharing their data with brands they trust. However, they expect brands to respect their privacy and provide personalised utility in return. The expectation of a value exchange is becoming increasingly important in the Indian market.
Efficiency and Enjoyment as Hygiene Factors: In the Indian market, efficiency and enjoyment are no longer optional but essential components of customer experience. Brands that fail to deliver on these fronts are likely to lose customer loyalty. Experiences must be both functionally and emotionally effective to succeed.
Indian consumers continue to value their relationships with brands but this now comes with an added layer of expectation. They seek meaningful interactions that not only make them feel valued as customers but also offer tangible benefits. The power dynamic has shifted, with functional benefits taking a backseat to the demand for recognition and personalised rewards.
In the previous X Index edition, brands were progressing toward pre-pandemic expectation levels, but a swift shift in customer priorities has resulted in lower ratings across all 23 metrics in 2024. Brands must swiftly adapt to stay competitive.
The X Index 2024 report outlines three key principles for brands to adapt to the New CX Contract in India.
Efficiency is Non-Negotiable: Indian consumers expect smooth and efficient interactions as the baseline for any brand engagement. While the thrill lies in exceeding expectations, efficiency is the foundation of any successful customer experience.
Make Every Interaction Enjoyable: India's rich cultural heritage and emphasis on relationships make emotional connections a critical aspect of customer experience. Brands that surprise customers with delightful experiences and use technology strategically to enhance these interactions will foster long-term loyalty.
Go Above and Beyond: Indian consumers have a penchant for grandeur and excess, which extends to their expectations from brands. Brands that go the extra mile and offer premium experiences are more likely to thrive in this market.
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