India records a lower overall score in Havas CX ‘X Index 2022 Report’


Trust, inclusivity, constantly being of service, and going above and beyond are now significant aspects in delivering the most meaningful customer experience, according to the X Index 2022 research from Havas CX, Havas Group’s global customer experience network.

In October 2020, the Havas Group India established the Havas CX function, which encompasses 18 of the company’s major Villages worldwide, with important hubs in London, Paris, New York, and Mumbai. It’s a force to be reckoned with in the fields of digital transformation, design, customer experience and engagement, e-commerce, and much more.

A recent analysis polled 50,000 consumers in nine markets, including the United States, the United Kingdom, France, China, Brazil, Turkey, India, Portugal, and Spain, to assess 500 brands’ customer experience performance.

While seamlessness, simplicity, and efficiency remain critical to the consumer experience, brands must also meet citizen expectations, according to the study.

Apple is the number one brand in India, according to the X Index study parameters, followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat,, Michelin, and JBL.

For the new study, 50 prominent companies from India were analyzed across 13 categories, including retail, fashion, financial services, automobile, entertainment, hospitality, beauty, health, and more. What’s notable is that only India, out of the six countries surveyed a year ago, had a lower total score in 2021 than in 2020.

The higher rankings in the other five markets (China, France, Portugal, the United Kingdom, and the United States) indicate increased customer satisfaction. This suggests that, although other geographies were able to use the new normal to cement their CX and meet rising consumer expectations, Indian businesses were less adaptable in meeting those demands.

This emphasizes the importance for Indian brands to understand that customer experience is synonymous with brand experience.

Brand image has emerged as the strongest competitor to the X Index for the second year in a row, accounting for 46 percent of India’s score.This suggests that, while ecosystems and touch-points have grown in this new normal, brands must continue continual involvement to reinforce their image while also incorporating it into their CX.

Despite corporate investments in customer experience, there is still space for improvement, with only 40% of customers believing that the businesses they engage with are “cantered on their needs as a customer.”

Increased consumer expectations around trust, sustainability, and inclusivity are now influencing customer experience evaluation, with brands being judged on the concrete actions they take to create a welcoming experience for all – shifting the traditional concept of customer experience to citizen experience, according to this year’s research.

The pandemic, according to Prashant Tekwani, EVP & Business Head, Havas CX India & Havas Worldwide, West, has caused a shift in customer shopping behavior. Brands must now shift their focus from customer experience to citizen experience, prioritizing seamlessness and diversity.

According to the most recent X Index report, India is the only country that will have a lower overall score in 2021 than it did in 2020.

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