Why a good customer experience is not enough

Since 2007, the average customer experience, also called CX, in the industries that Forrester tracks, has gone up across the board.

The number of poor experiences has declined quickly and the difference between the CX quality that the best and worst companies in key industries provide has narrowed dramatically. Yet it will not get any easier. With companies investing more than ever to differentiate their customer experience, the average offering will soon be considered poor.

Good customer experience will no longer be good enough. The situation in China is no exception.