Global scores
Aggregate Score
This year, we switched to a new scoring strategy for evaluating brands. Previously, we only added points for companies that met certain requirements. In 2022, we deducted points for brands that failed to meet these baseline expectations. This new, stricter approach to scoring has thrown brands' shortcomings into stark contrast. On average, brands this year scored an aggregate of 45% compared to last year's 52%.
2020
2022
Email Experience
This loss in overall score was down to a single area: email experience. Brands scored 44% overall for their email experience this year, which was a marked decrease from 55% in 2020. This change in scoring puts into perspective just how much companies are losing out by not employing some basic tactics. Simple things like clear access to preferences in emails or using preference center data to personalize content can make or break customer relationships.
2020
2022
While companies lost points in the email experience category, they fared far better in the other two categories: customer experience and cross-channel experience. This suggests that they are making strides in these areas, learning new techniques that create more integrated customer interactions, and applying tools that help to create smoother experiences across different communication channels.
Customer Experience
Customer experience was the highest-scoring category at 64%. Companies have understood the importance of supporting mobile customer experiences with innovations such as voice search and SMS opt-in. They have also acknowledged the need for more flexibility in payment, with most (85%) offering alternative payment methods. There is still room for improvement, though — far too few companies are hosting product demonstration content of any kind. With multimedia options now well established and with more advanced showcasing technologies rapidly emerging, brands have an opportunity to improve their scores.
2020
2022
Cross-Channel Experience
The year-on-year bump in the overall cross-channel experience score to 23% highlights some bright spots for brand performance. These included the use of social profiles and live chat options. However, the overall 23% score for this year shows that brands still have a lot of work to do. Notable weak spots in cross-channel experience included a lack of alternative messaging options. Our evaluation of brands’ mobile sites found only a quarter scoring higher than 50 on our progressive web app (PWA) audit. PWA techniques optimize mobile performance and make them look more like native apps while still giving them cross-platform mobility.
2020
2022
Regional dive-in
Email Experience
Customer Experience
Cross-Channel Experience
