Source: Forrester Research, Inc., 2015
 
Improving the customer experience (CX) is a top priority for 71% of businesses in India, yet not a single Indian company evaluated in Forrester’s Customer Experience Index earn an ‘excellent’ customer experience ranking. In fact, 60% of firms deliver merely mediocre customer experience, according to the new research by Principal Analyst Ryan Hart, and 3% fall in the extreme category of “very poor”.

 
Only 9% of companies landed in the “good” category and another 28% received “poor” scores for their CX. The report, is based on a survey of more than 17,000 metro Indian consumers. It ranks the quality of customer experience and the impact on customer loyalty of 102 brands in 10 industries, by assessing three dimensions of CX quality: effectiveness, ease, and emotion.
 
The best and worst performing brands in India by industry:
 
Figure

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