构筑体验优势的人本框架

THE FORCESOF CX The human-centric framework thatdrives the experience advantage 2026 edition Jean-François DamaisHelen Bywater-Smith Three main takeaways This paper distilsyears of practice:the lessons leadersapply, the traps to avoid,and the routines thatcreate ROCXI at scale. 02 01 Emotional attachment is your mostpowerful commercial asset The experience advantage:why mastering emotional connectionseparates market leaders fromeveryone else Emotionally attached customersdramatically outperform functionallysatisfied ones. This paper provides avalidated, behavioural science backedframework for understanding the needswhich matter most across the customerjourney. Operational excellence alone (reducingeffort, increasing speed, fixing problemsfaster) only prevents dissatisfaction butnever creates market leadership. Thispaper reveals how leading organisationsmove beyond functional metricsto master the six Forces of CX: theemotional dimensions that transformforgettable transactions into memorablerelationships that drive preference, loyaltyand advocacy. Introduction Half of all customer experiences fail. Your bottom line pays the price. 70% of customers choose brands becausethey know the experience will be good; yetour Ipsos CX Global Insights 20261surveyreveals that half of customer interactionsare unmemorable moments that neitherdelight nor disappoint, and leave nomeaningful memory. Here’s the critical mistake: Mostorganisations obsess over functionalmetrics; reducing effort, increasingspeed and fixing problems faster. Yes,these basics matter for preventingdissatisfaction, but they won’t make youa leader of Customer Experience. 03 What separates market winners fromeveryone else is their mastery of somethingmore powerful: understanding context,creating experiences that forge emotionalconnections, building lasting memories, andturning customers into advocates. Only 57% of organisations agree theyconsistently deliver customer experiencesaligned with their brand promise2. There’s a proven blueprint for turningmoments into memories, and memoriesinto growth This disconnect results in billions lost inrevenue, abandoned carts and customerswho will at best never return and at worstspeak negatively to others about you. You’ll gain a practical field guide forapplying the Forces of CX across yourentire organisation from strategy andresearch, through journey design andanalytics, to frontline activation andROI modelling. Learn which Forcesare hygiene factors versus truedifferentiators and how to prioritiseinterventions at moments of truth. The Ipsos Forces of CX is a human-centricframework grounded in behaviouralscience that enables brands to take theirCX strategy to the next level, creatinglong-lasting and profitable relationshipsthat deliver increased Return on CXInvestment (ROCXI) and drive truecompetitive advantage. Customer retention, advocacy andshare of spend don’t just influencefinancial performance, they determineit. Every unmemorable interaction is amissed opportunity to secure loyalty anddrive growth. Emotional attachment drives preference, loyalty and advocacy Underpinned by academic research and validated through extensive R&D relationships with customers. The Forcesof CX has become the golden threadacross Ipsos measurement, design,analytics, and advisory work, helpingorganisations in B2C and B2B globally,create the Experience Advantage anddeliver a Return on CX Investment (ROCXI). Emotional attachment goes beyondmere satisfaction: emotionally attachedcustomers tend to feel a special bond witha brand that can lead to greater loyaltyover time. People who feel an emotionalattachment to your organisation are farmore likely to: Our research consistently shows thatemotionally attached customers are alsotwice as likely as dissatisfied customersto continue using your brand following anegative experience1. The Forces of CX model has beendeveloped and validated throughextensive R&D across multiple sectorsand geographies and builds on Ipsos’ deepunderstanding of human motivationsand emotions. This more forgiving attitude can lead toreduced rates of complaints and higheroperational efficiency. Grounded by behavioural science, itidentifies the six dimensions of humanconnection: Fair Treatment, Certainty,Control, Status, Belonging, Enjoyment;these dimensions are crucial to fosteringstronger relationships with customers.Since its launch in 2020, B2C and B2Bbrands have used the Forces of CX tocreate experiences that lead to stronger,longer-lasting and more profitable Building on the work presented in ouroriginalForces of CX POV3, this paperdistils years of practice. •Express a preference for your brand•Stay with your company•Recommend your brand to others•Deliver increased customerlifetime value Use it as a field guide to fix the basicswhere it hurts, design the highs onpurpose, and turn moments intomemories. Since its launch in 2020,B2C and B2B brands haveused the Forces of CXto create experie