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Custommerce Service Excellence Foundation, a non-profit Customer Service Excellence advocacy group, announced the development of a unique index, CINDEX, CINDEXDS, and CINDEXBQ ( Customer Experience, Customer Delight Scores and Bottom Quartile Scores), that will act as a benchmark for customer experience levels across brands in India.
CINDEX is the first ever index to measure customer experience at the country, regional, industry and service category level across brands. It will prove to be a critical input for strategies to manage customer experience and improve competitive advantage. The survey from the study can be put to use by business houses to benchmark their efforts in customer experience and customer interaction against competitors.
“Brands which will ignore quality customer experience will definitely be found vulnerable. The attempt through this survey is to raise the service bar of firms and institutions,” said CK Sharma, director, Custommerce.
The survey is being carried out after finding that consumers have developed a brand dilemma in a host of products and service areas. And as a result, the consumer expectation is also found to be constantly on the rise.
“The three parameters include willingness to purchase a product, reluctance to switch over to another product and the willingness to recommend the brand to others,” explained Sharma. V Ravichandar, chairman, Feedback Consulting, opined that the factors which will set the survey apart from others were the scope, coverage and depth. Ramesh Venkateswaran, chairman, Custommerce, said that the entire exercise would prove to beneficial to all brands across India.
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