The latest X Index 2024 report by Havas CX India reveals a significant shift in customer preferences, with Tata Motors emerging as the leader in customer experience (CX) in India.

Tata Group’s pure player offerings, Cliq Luxury and Cliq Palette, also rank in the top ten.

Apple stood in the second position this year and has moved up the ranks along with Kia. Both the brands weren't on the 2023 top brands for CX list.

The other brands that made the top 10 list in regards to CX were Samsung, ITC, Nexa, Zara and JBL. 

This report, now in its sixth edition globally and fourth edition in India, provides insights into how brands must adapt to the evolving expectations of Indian consumers.

Over 59% of consumers expressed that they stopped using a brand due to one bad experience, which showcases the potency of CX in one's marketing strategy.

The findings for the Indian edition covered 50 brands from across nine categories such as automotive, beauty/health, hospitality, banking, financial services, fashion/luxury and technology.

The discoveries of the report show that 90% of Indian customers prioritise efficiency, enjoyment, and personalised interactions as the key drivers of a superior CX.

The study used a proprietary research tool that helps determine and measure the most critical factors in CX.

This year, the X Index used 23 metrics across four key measures – functional, emotional, personal, and collective – to determine what criteria can create a compelling CX.

It examined customer experience with brick-and-clicks brands, retailers that maintain brick-and-mortar stores in addition to selling online, and pure players, Internet-only retailers.

The report aims to emphasise the need for brands to stay ahead of customer expectations to remain competitive in the rapidly changing market.

Other highlights of the report:

• Consumers need brands that are willing to do more than asked, give more than expected, and go further to impress them at every touchpoint.
• Efficiency forms the essential foundation of any brand interaction. Indian consumers want clear, smooth and efficient interactions.
• Technology, when used strategically, can be a powerful tool to deliver seamless and enjoyable experiences for customers. This can range from personalised recommendations and targeted reward programs to interactive features that resonate with consumers. This emotional resonance translates to instant gratification and fosters long-term loyalty in this high-context market.
• Brands that go the extra mile and adapt to the "culture of excess" by offering premium experiences and exceeding expectations are likely to thrive in the Indian market.
• Consumers value brands that act as trusted confidants, guiding them through the ever-expanding shopping landscape. This means expediting and streamlining the decision-making process, while also respecting their data and ensuring complete privacy.
• Today's customers don't just want products; they seek informed guidance and personalised recommendations. But it doesn't stop there. They appreciate brands that go the extra mile by identifying and addressing their unmet needs. These needs may be hidden desires, frustrations with current offerings, or simply a lack of awareness about better solutions.
• Emotional connections with brands remain paramount for consumers. Today, consumers value brands that go beyond the expected functionality and tap into creating emotional connections.

David Shulman, global CEO, Havas CX Network, said, "At Havas CX, our mission has always been to stay ahead of the curve in understanding and delivering what customers truly value. The X Index 2024 – India Edition highlights a pivotal shift in customer expectations globally and in India, where efficiency, emotional engagement, and personalised experiences have become non-negotiable. This year’s findings across nine markets reaffirm that to remain competitive, brands must go beyond merely meeting expectations and strive to exceed them at every touchpoint. Together, we are setting new standards in customer experience, driving innovation, and creating lasting connections with consumers worldwide.”

Rana Barua, group CEO, Havas India, South-East Asia & North Asia (Japan & South Korea), said, “Over the past few years, Havas CX India has emerged as a key player within the Havas India ecosystem. Together with Think Design and Ekino, it forms a powerful network. In today’s rapidly evolving market, customer experience is crucial to brand success. When we launched X Index in India, we addressed a significant gap - brands needed data-driven insights to elevate their CX journeys. Four years on, the report has become an industry benchmark, a trendsetter, and a tool for forecasting market shifts. This year’s X Index continues to provide invaluable insights, preparing brands to be future-ready. Congratulations to all the brands featured.”

Prashant Tekwani, managing director, Havas CX India and Ekino India, said, "India’s CX landscape is rapidly evolving, and at Havas CX, we are at the forefront of this transformation. The X Index 2024 – India Edition reveals how Indian consumers are increasingly seeking personalised and emotionally resonant experiences. ​Our deep understanding of local nuances, combined with our global expertise, allows us to craft strategies that not only meet but exceed the expectations of Indian customers. As we continue to innovate, Havas CX India remains committed to delivering experiences that are as diverse and vibrant as the market we serve."