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Customer Experience Quality In The UK Has Worsened
November 3, 2017

Forrester has revealed its 2017 UK Customer Experience Index (CX Index™) results, with key findings presented in a new report published on November 13. These results are based on a survey of more than 9,020 individuals aged 16 and older in the UK, measuring and ranking the CX quality of 36 UK brands including Aviva, Barclays Bank, and Marks & Spencer. The CX Index revealed that the quality of customer experiences in the UK dipped between 2016 and 2017.

Here are some of the key takeaways from the report:

  • Brands are struggling to improve. Just under half of studied brands sank in their customer experience rankings, with only John Lewis and Marks & Spencer remaining in the same position as last year.

  • Only three types of brands exist in the UK now. With over two-thirds of UK brands scored as OK, Forrester claims that only three types of brands now exist in the UK market: languishers, lapsers, and locksteppers. To combat these labels, brands must look to leverage customer emotions, making customers feel valued to drive loyalty across multiple industries.

  • Brands need to focus on emotion to become a CX leader. Emotion has a bigger influence on customer loyalty than effectiveness or ease in nearly every industry. The top five brands provided an average of 16 emotionally positive experiences for each negative experience. in contrast, the bottom five brands provided only seven emotionally positive experiences for each negative experience.

Click here for more information, and please contact us if you'd like a copy of this report.


About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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