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Opinion and Insight

Global Survey 'Customer, Experienced' Results Unveiled by Customer Agency C Space

Iconic brands like L.L.Bean, Nordstrom, Amazon and Disney top the list of best customer experiences in the USA

Global Survey 'Customer, Experienced' Results Unveiled by Customer Agency C Space

Trader Joe’s, L.L.Bean, Nordstrom, Amazon and Disney offer some of the best the best customer experiences of 2018, as revealed by a fresh study from global customer agency C Space. The study demonstrates that it is the emotional aspects of customer experience that help companies stand out from the competition and create growth.

C Space, the global customer agency—a division of the Interbrand Group of Companies, has released Customer, Experienced, a new report which codifies the 21 emotional cues that drive where and why people choose to spend—and statistically links those factors to company growth metrics.

Findings in the report prove that companies which display the same emotional cues that people value in strong human relationships—such as making customers feel smart and proud, noticing and appreciating loyalty, being interested in ongoing dialogue and sharing customers’ values—outperform companies that don’t.

Companies that deliver better on these emotional cues saw a direct correlation to growth. These cues are linked to increased volume and frequency of purchase and also likelihood to recommend. In short, customers who have more emotionally connected experiences with companies help those companies grow.

In the study, 26,000 US consumers were asked to think of a company that “gets them” and rate that company against 21 emotional cues, including “They notice and appreciate my loyalty” or “They make me feel smart.” The study collected opinions on more than 1,000 top companies, across 19 industries.

“Customers have the ultimate power: the power of choice, said Charles Trevail, Global CEO of both C Space and Interbrand. Choice is a powerful force, and one that isn’t entirely rational. Choices are made in the context of a customer’s experience—past, present and future. It stands to reason that customers choose companies that offer better experiences—who meet our emotional needs as well as our functional ones. Companies that connect with who we want to be, not who their data says we were.

Our research shows that mapping emotional cues to customer experience is the key to competitive advantage and growth. The companies that customers rate most highly are the ones that understand relevance, what to stand for and when to listen. If a customer believes a company is ‘getting it right’ they are more likely to behave in ways that help drive growth through repeat purchase, recommendation and loyalty.”

According to C Space methodology, brand growth comes from understanding and designing around people—the emotions they feel, the daily decisions they make, the challenges they face, and everything that happens in between. Brands that showed higher levels of these traits saw a direct correlation to business performance, driven by customer advocacy and repeat purchasing.

“Customers who feel that a company ‘gets’ them, or that it stands for something, or speaks their language, have connected in a way that is more than just functional. When customers feel these emotional cues, they’ll help the best companies grow their brand,” said Bill Alberti, Chief Client Officer, C Space. “We’ve found a way to decode the emotional cues within the best customer experiences and codify them into an actionable framework that any business can apply within its own unique context.”

Having conducted this research over four years among more than 95,000 total, C Space has also been able prove that the emotional factors of customer experience drive recommendations and therefore help unlock NPS (The Customer Experience Code is an extremely accurate predictor of whether customers will recommend a brand R2 = 92%), providing a way for marketers to finally move the dial on NPS.  

U.S. Top 10

#1 St. Jude Children’s Hospital

#2 Texas Roadhouse

#3 Trader Joe’s

#4 L.L Bean

#5 Nordstrom

#6 Chick Fil A

#7 Amazon

#8 Disney

#9 Hilton

#10 Netflix

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