A research analyst exploring innovation opportunities in the experience economy. Research focuses on how the merging of online and offline worlds helps brands better navigate the experience economy.

Min Yi

Syahirah Raffi

Shivanu Shukla

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<p>Inspired by the renowned Michelin Guide, the <a href="http://cxstars.twimbit.com" data-type="URL" data-id="cxstars.twimbit.com">CX Stars 2023 </a>program resembles a visionary initiative meticulously designed to identify, benchmark, and celebrate organizations of unparalleled excellence in CX (customer experience) delivery.</p>



<p>The program, driven by a threefold objective, aspires to:</p>



<ol><li><strong>Identify Leading CX Stars:</strong> Recognizing organizations at the forefront of exceptional CX.</li><li><strong>Measure CX Progress:</strong> Enabling companies to track their current CX performance.</li><li><strong>Foster Best Practices:</strong> Promoting the adoption of industry-leading CX approaches.</li></ol>



<p>Through this program, Twimbit seeks to illuminate exemplary businesses and motivate others to remain steadfast in their commitment to customer-centricity &#8211; the driving force behind sustained success.</p>



<p>This report presents a concise summary of the program&#8217;s findings, offering valuable insights into the <a href="https://content.twimbit.com/insights-plus/state-of-cx-2023-are-you-ready-for-the-consumers-of-tomorrow/">CX landscape</a> across various industries and geographies. Additionally, it spotlights the top performers in the realm of customer experience.</p>



<h3 id="cx-stars-benchmarking-methodology"><a href="#cx-stars-benchmarking-methodology" aria-hidden="true" class="aal_anchor" id="cx-stars-benchmarking-methodology"></a>CX Stars Benchmarking Methodology</h3>



<p>At Twimbit, we believe that delivering Exceptional CX requires a combination of experiences – Digital, Service, Brand and Employee.</p>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-1024x507.png" alt="CX Stars" class="wp-image-63407" width="565" height="280" srcset="https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-1024x507.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-300x149.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-768x381.png 768w, https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-1536x761.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1-20x10.png 20w, https://cdn.twimbit.com/uploads/2023/12/08082005/Untitled-1.png 1574w" sizes="(max-width: 565px) 100vw, 565px" /></a><figcaption><em>Twimbit Exceptional CX Framework</em></figcaption></figure></div>



<p>Our analyst team at Twimbit devised a multifaceted approach to evaluate the companies nominated for CX Stars 2023:</p>



<ol><li><strong>Mystery shopping:</strong> Assuming the role of customers allowed us to gain firsthand experiences without potential biases, exploring digital platforms, contacting call centers, and visiting branches.</li><li><strong>Secondary research:</strong> Analyzing annual reports, crowdsourced reviews, and public communications provided a thorough assessment of the company&#8217;s recognitions and capabilities.</li><li><strong>Analyst calls:</strong> Engaging with selected companies via video calls offered a deeper perspective on organizational cultures and best practices.</li><li><strong>Comprehensive evaluation:</strong> Utilizing our meticulously crafted &#8216;Exceptional CX Mastery Scale&#8217; allowed us to position these companies within the realm of CX.</li></ol>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-1024x461.png" alt="" class="wp-image-63408" width="555" height="250" srcset="https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-1024x461.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-300x135.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-768x345.png 768w, https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-1536x691.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2-20x9.png 20w, https://cdn.twimbit.com/uploads/2023/12/08082031/Untitled-2.png 1694w" sizes="(max-width: 555px) 100vw, 555px" /></a><figcaption><em>Twimbit Exceptional CX Mastery Scale</em></figcaption></figure></div>



<h2 id="overview-of-findings"><a href="#overview-of-findings" aria-hidden="true" class="aal_anchor" id="overview-of-findings"></a>Overview of Findings</h2>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-1024x576.png" alt="" class="wp-image-63409" width="524" height="295" srcset="https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-1024x576.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-300x169.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-768x432.png 768w, https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-1536x864.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3-20x11.png 20w, https://cdn.twimbit.com/uploads/2023/12/08082056/Untitled-3.png 1920w" sizes="(max-width: 524px) 100vw, 524px" /></a><figcaption>Out of the 400 companies Twimbit screened, 58 came out to have Proficient CX Mastery, 26 to have Advanced Mastery, and 4 companies have achieved Exceptional CX Mastery</figcaption></figure></div>



<h3 id="cx-performance-vs-business-outcomes"><a href="#cx-performance-vs-business-outcomes" aria-hidden="true" class="aal_anchor" id="cx-performance-vs-business-outcomes"></a>CX Performance vs Business Outcomes</h3>



<div class="wp-block-image"><figure class="aligncenter size-full"><a href="https://cdn.twimbit.com/uploads/2023/12/08082143/Untitled-4.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" width="349" height="98" src="https://cdn.twimbit.com/uploads/2023/12/08082143/Untitled-4.png" alt="" class="wp-image-63410" srcset="https://cdn.twimbit.com/uploads/2023/12/08082143/Untitled-4.png 349w, https://cdn.twimbit.com/uploads/2023/12/08082143/Untitled-4-300x84.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082143/Untitled-4-20x6.png 20w" sizes="(max-width: 349px) 100vw, 349px" /></a></figure></div>



<ul><li>A solid correlation between CX Star rating and revenue &amp; financial performance.</li><li>Companies in Advanced and Exceptional CX categories not only experienced faster revenue growth but also accelerated margin growth, showcasing that <strong>Better CX allowed companies to charge a higher premium for their services</strong>.</li></ul>



<h3 id="industry-average-vs-best-in-class"><a href="#industry-average-vs-best-in-class" aria-hidden="true" class="aal_anchor" id="industry-average-vs-best-in-class"></a>Industry Average vs Best-in-Class</h3>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5-1024x644.png" alt="" class="wp-image-63412" width="490" height="308" srcset="https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5-1024x644.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5-300x189.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5-768x483.png 768w, https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5-20x13.png 20w, https://cdn.twimbit.com/uploads/2023/12/08082202/Untitled-5.png 1110w" sizes="(max-width: 490px) 100vw, 490px" /></a></figure></div>



<ul><li>Employee experience (EX) is a key challenge for most organizations and requires concentrated effort</li><li>Despite significant investments in brand communication and marketing, service levels often fall short of expectations.</li><li>While there has been substantial investment in the digital pillar, simply enabling digital channels without a holistic reassessment of the customer journey for each channel fails to enhance the overall service experience.</li><li>Contact center operations are progressively transitioning towards an omnichannel experience; however, the persisting challenge lies in seamless data integration across channels.</li></ul>



<h2 id="industry-level-analysis"><a href="#industry-level-analysis" aria-hidden="true" class="aal_anchor" id="industry-level-analysis"></a>Industry-level analysis</h2>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/11144354/image-46.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-1024x460.png" alt="" class="wp-image-63696" width="644" height="289" srcset="https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-1024x460.png 1024w, https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-300x135.png 300w, https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-768x345.png 768w, https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-1536x689.png 1536w, https://cdn.twimbit.com/uploads/2023/12/11144354/image-46-20x9.png 20w, https://cdn.twimbit.com/uploads/2023/12/11144354/image-46.png 1814w" sizes="(max-width: 644px) 100vw, 644px" /></a><figcaption><em>CX Star Ratings by Verticals</em> graph: The Digital &amp; eCommerce as well as the Travel &amp; Hospitality sectors are flourishing due to their exemplary CX practices.</figcaption></figure></div>



<div class="wp-block-image"><figure class="aligncenter size-large"><a href="https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" width="1024" height="455" src="https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-1024x455.png" alt="" class="wp-image-63432" srcset="https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-1024x455.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-300x133.png 300w, https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-768x342.png 768w, https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-1536x683.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16-20x9.png 20w, https://cdn.twimbit.com/uploads/2023/12/08083912/Untitled-16.png 1646w" sizes="(max-width: 1024px) 100vw, 1024px" /></a></figure></div>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-1024x470.png" alt="" class="wp-image-63434" width="747" height="343" srcset="https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-1024x470.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-300x138.png 300w, https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-768x353.png 768w, https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-1536x705.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17-20x9.png 20w, https://cdn.twimbit.com/uploads/2023/12/08083944/Untitled-17.png 1764w" sizes="(max-width: 747px) 100vw, 747px" /></a></figure></div>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-1024x557.png" alt="" class="wp-image-63436" width="746" height="406" srcset="https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-1024x557.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-300x163.png 300w, https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-768x417.png 768w, https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-1536x835.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18-20x11.png 20w, https://cdn.twimbit.com/uploads/2023/12/08084008/Untitled-18.png 1560w" sizes="(max-width: 746px) 100vw, 746px" /></a></figure></div>



<h2 id="country-level-analysis"><a href="#country-level-analysis" aria-hidden="true" class="aal_anchor" id="country-level-analysis"></a>Country-level analysis</h2>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-1024x521.png" alt="" class="wp-image-63423" width="712" height="362" srcset="https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-1024x521.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-300x153.png 300w, https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-768x391.png 768w, https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-1536x781.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14-20x10.png 20w, https://cdn.twimbit.com/uploads/2023/12/08082657/Untitled-14.png 1762w" sizes="(max-width: 712px) 100vw, 712px" /></a><figcaption>India, Indonesia, and Singapore come out on top as having the best CX practices across the region</figcaption></figure></div>



<h2 id="leading-cx-stars"><a href="#leading-cx-stars" aria-hidden="true" class="aal_anchor" id="leading-cx-stars"></a>Leading CX Stars</h2>



<div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19.png" target="_blank" rel="noopener"><img decoding="async" loading="lazy" src="https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-1024x433.png" alt="" class="wp-image-63458" width="732" height="309" srcset="https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-1024x433.png 1024w, https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-300x127.png 300w, https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-768x325.png 768w, https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-1536x649.png 1536w, https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19-20x8.png 20w, https://cdn.twimbit.com/uploads/2023/12/08090002/Untitled-19.png 1808w" sizes="(max-width: 732px) 100vw, 732px" /></a></figure></div>



<p>In the upcoming reports, we will delve deeper into the CX landscape, which will detail a comprehensive and practical checklist on how companies can achieve exceptional CX along with learning about the best practices observed in the companies we&#8217;ve benchmarked. Stay tuned!</p>


Inspired by the renowned Michelin Guide, the CX Stars 2023 program resembles a visionary initiative meticulously designed to identify, benchmark, and celebrate organizations of unparalleled excellence in CX (customer experience)...

CX Stars Unveiled: An Overview of Top Performers and Industry Trends

Twimbit’s CX Stars 2023 program identifies and celebrates organizations with exceptional customer experience. The report presents findings and insights, including industry and country-level analysis, and highlights top performers.