Forrester Releases India 2017 Customer Experience Index


CX Index ranks customer experience quality of 36 brands in the banking, insurance and retail sectors


NEW DELHI, Nov. 21, 2017 /PRNewswire/ -- The quality of customer experience (CX) has improved in India, according to Forrester's 2017 Customer Experience Index (CX Index™). The new data released today reveals that for the first time in three years, one brand broke into the excellent CX category, and over half of the surveyed brands improved their scores significantly.

Based on a survey of more than 9,000 Indian online adult consumers, Forrester's CX Index measures and ranks 36 brands in India across five industries to identify how well a brand's customer experience strengthens the loyalty of its customers. Key findings of this third annual study include that no brand in India delivered poor CX, and the average score of the five industries rose, indicating better quality CX across the board. In addition, the data shows that emotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry.

"Brands that want to break away from their competitors should focus on emotion," said Amit Bhatia, Forrester senior analyst and author of the report. "The top five brands in India provided an average of 23 emotionally positive experiences for each negative experience; the lowest-performing five brands provided only eight emotionally positive experiences for each negative one. Emotion is critical as CX has a direct impact on a firm's revenue."

CX Industry Leaders Beat Out Larger Rivals To Claim Top Spot

Forrester's CX Index reveals the companies that are recognized as best in their industries, with the following companies named leaders in their respective fields: HDFC Ergo (auto and home insurance providers); IDBI Bank (traditional banks); American Express (credit card providers); (digital-only retailers); and Lifestyle (traditional retailers).

Contact us to learn more about how Forrester's CX Index can help your business.

About Forrester's CX Index

Forrester's CX Index is the most complete and powerful CX tool in the market today. The CX Index gives businesses a deep and actionable understanding of the quality of their customers' experiences, competitive benchmark data so that business and technology leaders know how they stack up against their peers, and the ability to model the improvements that will have the biggest impact on revenue.

For more information, please visit

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester's unique insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.

Media Contact:

Iris Leong

Photo -
Photo -
Photo -
Photo -
Photo -
Logo -

SOURCE Forrester

Journalists and Bloggers

Visit PR Newswire for Journalists for releases, photos and customised feeds just for media.

View and download archived video content distributed by MultiVu on The Digital Center.


Get content for your website

Enhance your website's or blog's content with PR Newswire's customised real-time news feeds.
Start today.



Contact PR Newswire

Send us an email at or call us at +91 22 6169 6000



Become a PR Newswire client

Request more information about PR Newswire products & services or call us at +91 22 6169 6000


  1. Products & Services
  2. Knowledge Centre
  3. Browse News Releases
  4. Contact PR Newswire