Forrester’s Brand Experience Index (BX Index™) quantifies and evaluates perceptions of 406 brands among customers and noncustomers across 11 industries in 13 countries. In 2026, 38% of brands improved their BX Index scores year over year, 5% saw worse scores, and 57% stayed the same. This report and its underlying methodology provide brands with a data-driven approach to winning and serving customers.

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.

Discover Forrester’s updated Total Experience Score, a powerful method for companies to quantify the combined effects of brand, customer, and employee experience. By using competitive growth grids grounded in the Total Experience Score, companies can develop strategies to better win and serve customers to drive growth. Our new Employee Experience Index (EX Index™) helps leaders understand whether their employee experience (EX) helps or hurts their total experience improvement efforts. Read this report to see the latest Total Experience Scores and understand how improving the total experience can drive growth and revenue.

A customer experience (CX) program proves its value by showing that it helps its organization grow. Unfortunately, many CX pros struggle to show its monetary impact. The journey to validate CX often starts with a strong business case. How can you begin?Attend this webinar to hear about examples from a variety of financial services companies from around the globe that made CX improvements that increased revenue, decreased costs, and/or improved their firm's resilience.Key takeaways: Learn about how to connect CX to business goals.Gain ideas to guide your own business cases.Ask Forrester analysts questions to help you with your journey.Target audience level: all levels

Net Promoter continues to be one of the most widely used metrics for companies that want to improve CX. In this report, we answer some of the most common questions CX leaders ask about using Net Promoter Score℠ (NPS) in their organizations, including pros and cons, benchmarking, target setting, and financial linkage.

Many customer experience (CX) leaders struggle to get executive buy-in. A conversation about customer loyalty or a dashboard highlighting month-over-month channel performance just doesn’t have the sway because CX is not just about survey results or incremental improvements to channels or touchpoints — it is a primary lever for growth, trust, and long‑term competitiveness. The […]

Differentiated customer experience (CX) drives better financial outcomes for financial services firms. This updated report illustrates industry-specific revenue, cost, and resilience outcomes that CX leaders in banking, insurance, wealth management, credit cards, and payments can use to demonstrate the value CX brings to their business and secure funding for continued maturation.

There isn’t one best metric for measuring CX — that’s why CX pros must understand the methodology behind the most common CX metrics as well as their pros and cons. With that information in hand, they can decide which role the metric(s) should play in their CX measurement framework.

As we head into 2026, learn how to improve your CX using the latest Net Promoter Score rankings from Forrester’s annual customer experience benchmark study.

Net Promoter Score℠ (NPS) hit its lowest in North America since 2016, while APAC industries struggled and EMEA had widespread stagnation. Globally, 23% of brands declined, 5% improved, and 72% were statistically unchanged. This report reveals the Net Promoter Scores and rankings of 478 brands across 13 industries and 13 countries. CX professionals can use this report to inform their improvement efforts.