Digital Transformation

Indian brands improve their quality of customer experience as beats Amazon and Flipkart


By Taruka Srivastav | Reporter

November 21, 2017 | 3 min read

Indian brands have improved the quality of their customer experience (CX) according to new research by Forrester.

Forrester’s CX Index, which surveys more 9,000 Indian online adult consumers, found the quality of CX in India has increased, with 36 brands ranked in the survey scoring within the excellent category.

Indian brands termed excellent with customer experience as beats Amazon and Flipkart

Indian brands termed excellent with customer experience as beats Amazon and Flipkart

The index aims to identify how well a brand's customer experience strengthens the loyalty of its customers and the results revealed that no brands delivered poor CX and the average score of the five industries rose, indicating better quality CX across the board.

The report found that CX industry leaders beat out more established rivals to claim the top spot. In the digital-only retailer category, outranked competitors like Amazon and Flipkart, while IDBI Bank beat out ICICI, HDFC, Axis and Kotak bank to emerge at the top. Similarly, American Express topped the list of credit card providers which also comprised of SBI, Axis, ICICI and HDFC.

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CX in financial services showed good improvement as last year’s credit card providers and banks, continued to push upwards, and made the top of the list this year too.

According to Forrester, the auto-and-home insurance providers made the largest stride – a full six points over its performance in 2016, causing that industry to move from the bottom of the list to the middle.

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