The only barometer on the market that comprehensively monitors the customer experience.
Conducted globally across 9 markets, it analyzed the experiences of 11,000 consumers in our country regarding 100 brands from 16 sectors.
Madrid, May 14, 2014. – Arnold Fullsix, the agency specializing in customer experience and part of the Havas CX Network, has today presented to the market the main conclusions of the III edition of the ‘X Index’, the only barometer that comprehensively analyzes consumer opinions on brand experiences. The results help identify key drivers for creating experiences that exceed expectations, are high-quality, positive, sustainable, and profitable in the long term.
The presentation took place at the Havas Village offices in Madrid and featured international spokespersons from the company. Olivier Vigneaus, CEO of BETC FULLSIX, an agency within the Havas CX Network, introduced the group’s global network specializing in user experience. Present in 19 countries with a team of over 1,800 professionals, Vigneaus remarked, “Experience becomes relevant when the brand’s purpose is the unique catalyst combining people’s needs, business problems, and technology.” Sebastien Houdusse, Chief Strategy Officer of BETC FULLSIX, provided a global perspective on the ‘X Index’: a study conducted in 9 markets, including India, the United States, Mexico, Argentina, Brazil, and in Europe—Spain, Portugal, France, and the United Kingdom. The study surveyed 55,000 consumers and analyzed a total of 525 brands.
Results of ‘X Index Spain 2024’
“In an increasingly unstable context, we are becoming more demanding of brands. To understand them fully, we use the X Index barometer, which allows us to monitor them completely with a horizontal and comprehensive view,” said Isabel Tardez, CX Leader at Arnold Fullsix.
In Spain, the ‘X Index 2024’ barometer, in its III edition, analyzed the opinions of nearly 11,000 people, collecting over 21,000 ratings. The study covered 100 brands across 16 different sectors. The evaluation considered 21 attributes—distributed across four categories: functional, personal, emotional, and collective—and seven touchpoints to analyze each point of contact in the customer journey. Compared to its previous edition, Javier Díaz, Chief Data Officer at Arnold Fullsix, noted, “We have doubled the number of brands in this edition, from 50 to 100, providing the most concentrated and comprehensive customer experience knowledge in Spain.”
‘X Index 2024’ provides a holistic view of the consumer experience and is unique in differentiating between the experience consumers desire and the experience provided by brands. In Spain, consumers rate the experience offered by brands at almost 8 out of 10, but the actual average experience is only 7.42, resulting in a frustration gap of 7%.
The ‘X Index’ shows how this gap varies by sector. Some sectors are closer to meeting consumer expectations, such as the automotive sector, which has a gap of less than 1%, while others, like energy and quick-service restaurants, have a gap exceeding 15%.
To reduce this gap, the ‘X Index’ identifies the key attributes that form a successful experience. This year, two levels of attributes are highlighted: the first relates to functional attributes, meaning the brand is efficient, accessible, and responsive to customer needs. To enter the consumers’ preference set, brands also need to meet emotional attributes, offering an attractive and engaging experience that exceeds expectations. Only brands that satisfy both functional and emotional needs can reduce the gap between expected and delivered experiences.
This edition saw five brands consistently rank in the Top 10 for customer experience. The low-cost telco and automotive sectors again ranked among the top-rated sectors.
After presenting the results, the event continued with a panel discussion moderated by Cristina Barturen, CEO of Arnold Fullsix, featuring Emma Ruíz de Azcárate, Customer and Marketing Director at Pelayo Mutua de Seguros; Lorena Poza, Communications, Marketing, and Sustainability Manager at Bizum; and Daniel Solera, Customer Experience, Training, and Network Development Director at Hyundai Motor Spain.
Arnold Fullsix concluded: “Customer experience is vital for any brand as it plays a crucial role in building lasting relationships, differentiating the brand, and ensuring its survival in a highly competitive market. Today, it is crucial to have a holistic and comprehensive view to design a successful action plan. The revolution in CX is that experience is a multivariable model. Therefore, the greater the analytical and monitoring capabilities, the better the ability to improve.”
