Consumer loyalty is shifting, as ‘experience debt’ grows

The latest edition of the X Index India Report 2025, released by Havas CX India, the specialised customer experience (CX) vertical of Havas India, revealed an interesting insight that brands have been struggling to articulate – the best consumer experience anywhere becomes the expectation everywhere.

Take quick commerce (Q-comm) for example. The 10-minute delivery model, once associated with daily groceries, is now the default expectation for any online brand. Consumers are no longer willing to wait the 5-7 business days for fashion or jewellery (or even gold coins) when a Q-comm platform is promising to deliver those items in 24 hours.

And when brands fail to meet those expectations, experience suffers. And as a result, so does brand loyalty. “Customer experience is no longer shaped by what brands say, but by what they consistently do. Across markets, we see trust being earned, or lost, through everyday interactions,” said David Shulman, global CEO, Havas CX Network, at the report’s launch.

Read the complete article on Campaign India at this link.