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 Australia Superannuation Customer Experience Index, 2019

    How Australian Superannuation Firms Earn (But Mostly Lose) Loyalty With The Quality Of Their Experience

    May 8, 2019 Riccardo Pasto, Zhi-Ying Barry

    How well do leading superannuation (retirement benefit fund) firms earn loyalty with the quality of their customer experience (CX)? For the first time, we reveal the complete rankings of seven superannuation firms that we analyzed as part of the Australia CX Index. Scores indicate that superannuation firms struggle to provide satisfactory CX, resulting in low customer loyalty and harming their business success. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For CMO Professionals

    REPORT: Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience

    Infuse Your Brand's Essence Into Every Interaction

    May 1, 2019 Jay Pattisall, Ted Schadler

    "When everyone is super, no one will be." Little did The Incredibles villain Syndrome know that he was predicting the challenge of experience creation. Sure, your coffee app and online retail store work great. But aren't they all the same? In the digital realm, where place is universal and fulfillment of customers' every need is within reach, what will differentiate your brand? We've spoken to dozens of CMOs and corporate and agency executives to find out. Our answer is to move creativity to the fore and put emotion into the code.

  • For Customer Experience Professionals

    REPORT: The Australia Banking Customer Experience Index, 2018

    How Australian Banks Earn (And Lose) Loyalty With The Quality Of Their Experience

    April 11, 2019 Riccardo Pasto, Zhi-Ying Barry

    How well do leading banks earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of eight banks that we analyzed as part of the Australia Customer Experience Index (CX Index™). We also unveil 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 Australian Government's Customer Experience Affects Mission Outcomes

    Insights From Forrester's Customer Experience Index

    March 29, 2019 Riccardo Pasto, William Willsea

    Like most global citizens, Australians rate their government's customer experience (CX) as poor. In this report, we measure the impact of the government's CX on its mission performance with our Customer Experience Index (CX Index™). We also compare departments' CX performance with the private sector's and assess how well departments perform on mission-critical CX drivers. We conclude with concrete advice for government CX pros who want to improve customer experiences efficiently.

  • For Customer Experience Professionals

    REPORT: The UK Retail Customer Experience Index, 2018

    How UK Retail Brands Earn Loyalty With The Quality Of Their Experience

    March 12, 2019 Michelle Beeson, Alex Causey

    How well do leading retailers earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 14 UK multichannel retailers and four UK digital retailers 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.

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