Reputation repairForrester Research is currently on a quest to get companies to focus on CX – customer experience.

In its new “Predictions 2014: Customer Experience” the research company reveals that when it comes to improving customer service, reputation, and brand perception, half of all companies are focusing on the “repair” phase:

In a recent survey, 50% of a group of customer experience professionals attending a conference in Los Angeles said that their companies are in the repair phase. One month later, 54% of a similar group of conference attendees in London said the same.

Forrester segments companies into four distinct CX groups:  repair, elevate, optimize, and differentiate.

The good news? More and more companies will improve their customer experience–and reputation–meaning that we’ll see fewer and fewer social media scandals. The bad news? The bar will consequently be raised, and customers will have a lower tolerance for poor customer service.

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