January 27, 2026
Havas CX Index Report: Mind the Experience Gap
Havas has dropped a new X INDEX Report, the seventh edition, providing a useful barometer into the world of customer experience.
Badged as “Closing the gap”, it highlights the delta between what companies promise in advertising and what they deliver in experience is widening.
Higher Costs Are Accepted, Poor Performance Is Not
One key finding is that in an era of endless news coverage about the impact of tariffs or inflation, consumers are actually less forgiving of poor experiences than of higher costs.
While 55% of consumers said they have stopped buying from a brand due to price increases, 59% report abandoning a brand after a single bad experience.
“In today’s environment, customer expectations are higher than ever before. For brands, loyalty can only be earned by delivering unwavering consistency, authentic personal connection, and experiences that create lasting emotional memories,” said David Shulman, Global CEO of Havas CX.
The 2025 report surveyed more than 59,000 consumers across eight global markets, evaluating the performance of 580 brands. Backing up insights that the empathy gap is growing in an automated world.
Smaller US Home Improvement Stores Demonstrate the Way
One interesting example from the shopfloor is highlighted in another report, from the US Home Improvement Panel. It shows local and mid‑sized retailers including Menard’s beating national chains like Lowes and Home Depot on the moments that most influence loyalty, helpfulness, trust, and ease.
That represents a notable shift where big brands have typically dominated, and is perhaps an indicator Americans are returning to their roots in light of a polarised society, something other markets could pick up on.
One real feedback example, “Didn’t have ivory faceplates in stock when the app said they did” is a classic, universal, footnote on how damaging about inconsistent experiences can be.
Actions for Brands to Focus On
The X INDEX data identifies three core actions brands must prioritise.
- Deliver Consistent Quality Across Channels: Consumers expect seamless quality experiences. Delivering a consistent quality experience, whether online or in-store, emerged as the top CX driver, accounting for 25% of the X Index weight in the UK, 22% in the US, and 21% in Germany.
- Get Personal: Shoppers want experiences tailored to them. Brands centered on customer needs, ranked among the top 10 most impactful CX criteria across all eight markets.
- Create Emotional Connections: CX is emotional as well as functional. Emotional factors make up 34% of the overall CX performance, edging out functional factors at 33%.
The X INDEX offers a global view of customer expectations and experiences, and it recognizes performers in each market. This year’s rankings reveal which brands are setting the standard for consistency, personalization, and connections, ultimately identifying the top five brands in each market, offering a closer look at who is winning on customer experience.
“The data speaks volumes: brands can no longer afford to let promises outpace reality. It’s time to close the gap, because in a world where every experience counts, delivering on your word isn’t just good business. It’s the foundation of lasting loyalty,” said Sebastien Houdusse, Chief Strategy Officer Havas CX.
In an ongoing battle between AI and empathy, personalisation and automation, brands need to decide where their priorities lie and what customers really want.
