Consumers Looking For Brands They Trust


In 2021, the pandemic will affect customer experiences and the customer experience (CX) profession even more than it has in 2020, especially in terms of trust, safety, and inclusion, says research by Forrester. It says that consumers have been jolted into a starker understanding of how contagion works in public places like stores, airports, and restaurants. So, more than ever for in-person experiences, they’ll seek out brands they trust. That will be a challenge for most companies. Currently consumers’ trust level of businesses is very low – only 13 per cent say they trust retailers. These concerns have already led companies to offer services such as curbside pickup for safety’s sake. But they still use technologies that require physical contact, like POS systems with buttons and signature pads. Businesses are doing well in their CX efforts, however, says Forrester. Last year, 14 per cent of brands improved CX quality, mostly by finding and fixing problems often in back-end systems and processes. But this year, the number of brands that improved CX almost doubled to 27 per cent, largely by establishing or advancing core CX competencies. These efforts are self-reinforcing because they produce business results. So this pattern will spread and Forrester predicts that 25 per cent of brands will achieve statistically significant advances in CX quality in 2021.