US health insurers’ CX improved year over year, but this is no time to rest on potentially temporary laurels. This report provides an overview of key findings from Forrester’s Customer And Brand Experience Survey, 2026, focusing on the Customer Experience Index (CX Index™) and ratings for specific market segments.

Customer experience (CX) saw improvements in North America in 2026, while Europe remained mostly stable and Asia Pacific was more mixed. Globally, 20% of brands improved, 8% declined, and 72% were statistically unchanged. This report reveals the Customer Experience Index (CX Index™) scores and rankings of 462 brands across 13 industries and 13 countries. CX professionals can use this report to inform their improvement efforts.

For digital CX (56.6 average CX Index score), 52% of customers find the experience effective, 55% find it easy, and 40% find it emotionally positive (a 6 or 7 on a scale of 1 to 7). For physical CX (58.4 average CX Index score), 56% of customers find the experience effective, 56% find it easy, and 44% find it emotionally positive. For hybrid CX (56.7 average CX Index score), 49% of customers find the experience effective, 52% find it easy, and 42% find it emotionally positive.

For digital CX (61.7 average CX Index score), 59% of customers find the experience effective, 60% find it easy, and 52% find it emotionally positive (a 6 or 7 on a scale of 1 to 7). For physical CX (60.8 average CX Index score), 57% of customers find the experience effective, 59% find it easy, and 49% find it emotionally positive. For hybrid CX (64.1 average CX Index score), 60% of customers find the experience effective, 61% find it easy, and 59% find it emotionally positive.

We reveal the scores of 16 US federal government agencies that we analyzed as part of our 2026 Customer Experience Index (CX Index™) study. We also identify the types of experiences that customers prefer and the drivers and emotions that affect CX the most.

US Health Insurers’ CX Performance Is Falling In 2025, Forrester introduced the Total Experience Score and Brand Experience Index (BX Index™) to expand on our longstanding Customer Experience Index (CX Index™) with a more holistic view of brands’ total experience.

Source: Forrester’s Customer Experience Benchmark Surveys, 2016 to 2024, and Forrester’s Customer And Brand Experience Survey, 2025. Figure 2 Forrester’s CX Index™ Is A Measure Of An Agency’s Ability To Drive Customer Loyalty This conceptual graphic shows how Forrester’s CX Index score is measured by CX quality and customer loyalty.

Resources to drive your customer growth strategy: Understand how companies win and serve customers with Forrester’s Global Total Experience Score Rankings, 2025 Understand how companies build brand perceptions that attract new customers and retain them with Forrester’s Global Brand Experience Index (BX Index™) Rankings, 2025 Regional CX Performance Varies As North America Leads CX Downward CX hit an all-time low in North America, while EMEA made some gains and APAC struggled.

Experience Index Rankings, 2024 The US Federal Customer Experience Index Rankings, 2024 The US Health Insurers Customer Experience Index Rankings, 2024 The US Hotels Customer Experience Index Rankings, 2024 The US Investment Firms Customer Experience Index Rankings, 2024 The US Luxury Auto Manufacturers CX Index Rankings, 2024 The US Mass-Market Auto Manufacturers CX Index Rankings, 2024 The US Retailers Customer Experience Index Rankings, 2024 The US Utilities CX Index Rankings, 2024 Forrester’

Figure 1 Forrester’s CX Index™ Is A Measure Of A Brand’s Ability To Drive Customer Loyalty This graphic shows how Forrester’s CX Index score is measured by CX quality and customer loyalty, each of which is composed of three parts that make up Forrester’s CX Index score. This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details.