Customer Experience Index (CX Index)

An annual benchmark of customer experience quality among large global brands, Forrester’s Customer Experience Index is based on our proprietary consumer survey data. Criteria for Customer Experience Index rankings include how effectively respondents felt their needs were met and how they assessed the ease and enjoyability of their experiences. These categories include detailed measures of experience quality, such as task completion rates, average “hold” time, and agent friendliness.

Latest Research

  • For Customer Experience Professionals

    REPORT: The UK Traditional Retailers Customer Experience Index, 2017

    How UK Traditional Retailer Brands Earn Loyalty With The Quality Of Their Experience

    February 14, 2018 Michelle Beeson

    How well do leading traditional retailers (stores and digital) earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 16 traditional retail brands that were analyzed as part of the UK CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For Customer Experience Professionals

    REPORT: Clear Communication Is Vital For Government CX Success

    Improving How You Communicate Creates A Better Customer Experience — And Improves CX Metrics

    February 14, 2018 Faith Adams, Rick Parrish

    How well federal agencies communicate with their customers has a surprisingly large impact on the overall customer experience they deliver. This outsized influence can be a game-changer for your agency. In this report, we outline how 15 government agencies perform when it comes to clear communication and explain what they leave on the table by not communicating clearly. We also detail how some CX pros from regulated industries have successfully purged jargon from their communications and simplified their messaging to increase clarity and build trust.

  • For Customer Experience Professionals

    REPORT: Customers Prefer Hybrid Digital/Physical Experiences

    New Insights From Forrester's Customer Experience Index

    February 9, 2018 Rick Parrish

    Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call centers and brick-and-mortar locations. New research from Forrester's Customer Experience Index (CX Index™) reveals that this strategy may fail. In this report, we detail when and how hybrid customer experience (CX) outperforms both purely digital and purely physical experiences. We also offer key insights for CX professionals who want to approach hybrid CX strategically.

  • For Customer Experience Professionals

    REPORT: The Australia Retail Customer Experience Index, 2017

    How Australian Retailers Earn Loyalty With The Quality Of Their Experience

    January 22, 2018 Tom Champion

    How well do leading retailers earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 16 retail brands that we analyzed as part of the Australia CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For Customer Experience Professionals

    REPORT: The Australia Banking Customer Experience Index, 2017

    How Australian Banks Earn Loyalty With The Quality Of Their Experience

    January 22, 2018 Tom Champion

    How well do leading banks earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of nine banking brands that we analyzed as part of the Australia CX Index. We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

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