Our 2024 X Index report has officially launched revealing that 48% of consumers are perceiving a decline in their purchasing power, and an increasing trend of consumer trade-offs due to financial constraints - the stakes for delivering exceptional CX have never been higher. Through this report Havas uncovered six key learnings for brands to create a best-in-class customer experience. We can see that the real winners in the CX space will be those who embrace a "culture of the extra mile." This involves consistently exceeding expectations and delivering value that transcends the functional and emotional, thereby establishing a new benchmark in customer engagement.