Most brands are battling to make meaningful inroads in the area of customer experience. This is according to a Forrester report, which reveals that the leaders of its 2015 customer experience index have not made much improvement since last year, and that the gap between them and the brands that lagged behind in 2015 has narrowed. The report goes on to predict that few brands are likely to break ground and move beyond the fundamentals of customer experience, particularly when it comes to data security, conversational interfaces, metrics and emotional drivers. While the brands that scored poorly on customer experience in 2015 made progress this year, those that had been in the lead either slipped down the index or stayed were they were. The report says this is evidence of a “fork in the road” for customer experience, as those lagging realised that providing a better customer experience has major benefits in terms of revenue increases, pricing power and lower service costs. However, th...

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