In 2027, insurers will try to close the gap between what customers now expect and what the traditional model delivers. They will lead with new products, with parametric cover and longevity cover entering the mainstream. AI will reshape distribution and service: General-purpose assistants will steer customers toward carriers, agentic AI will take on more of the customer experience, but carriers will avoid using AI for the decisions that regulators watch most closely. Meanwhile, the captive agent networks that carried personal lines for decades will shrink, leaving those agents’ renewal books exposed to competitors. Here are our predictions for global insurance in 2027.

In 2027, CX teams will redouble their engagement with AI following a wave of layoffs and reorgs. Using AI as a catalyst, they’ll increase their staffing, enable fully agentic journeys, and transform CX measurement. And just in time: CX teams will need to help their organizations make wise decisions as AI-driven efficiency becomes the dominant customer strategy, even as some brands differentiate through AI-free customer experiences.

If you’ve ever felt late-summer sadness, you’re not alone. Perhaps it’s because days are getting shorter or you feel the impending sense of a return to dull routines. Mental health experts recommend getting outside as much as possible to boost Vitamin D intake and squeezing in that last beach read before Labor Day. You might […]

Net Promoter Score℠ (NPS) saw improvements in North America and EMEA, while some Asia Pacific industries struggled. Globally, 19% of brands we studied in both 2025 and 2026 improved, 6% declined, and 75% were statistically unchanged. This report reveals the Net Promoter Scores and rankings of 462 brands across 13 industries and 13 countries. CX professionals can use this report to benchmark themselves and inform their improvement efforts.

US customer experience showed signs of recovery in 2026, with emotional quality posting the strongest gains. The results highlight the power of improving interactions, reducing effort, and strengthening customer relationships.

Average CX quality in the US, as measured by Forrester’s Customer Experience Index (CX Index™), rose for the first time since 2021. The new average of 68.8 is a slight improvement from 2025 but did not rebound to the 2024 score of 69.3. The score is on a 100-point scale and falls in the “OK” performance category. For the brands we evaluated in both 2025 and 2026, 23% had statistically significant improvements, while 68% were unchanged and only 10% decreased. The percentages of brands that improved and declined in 2026 are nearly the opposite of the percentages in 2025. This data snapshot shows trends in average CX quality, which had been dropping steadily until this year.

Forrester’s Customer Experience Index (CX Index™) shows that in 2026, average CX quality in the US rose for the first time since 2021 . Performance on all three quality metrics (effectiveness, ease, and emotion) contributed to this country-level improvement for the brands we tracked in 2025 and 2026. In 2026, customer perceptions shifted slightly more positive across all three quality metrics. The metrics saw a roughly 1-point improvement compared with 2025 but remain on par with or slightly lower than 2024 levels. This data snapshot shows these shifts in metrics.

Customer experience (CX) leaders enter the budget planning cycle for 2027 under greater pressure to scale AI amid volatility. While global CX leaders are optimistic about their resources, organizations risk scaling fragmented data, inconsistent processes, and weak CX foundations — ultimately amplifying dysfunction. To succeed, CX leaders must fund core capabilities like connected data, journey ownership, and governance; cut spend on outdated and low-value activities; and experiment with AI-driven ways to enhance decision-making. This report gives CX leaders practical guidance on where to increase, decrease, avoid, and experiment with CX investments to drive sustainable impact in 2027.

While North America shows early signs of recovery following the last few years of decline, the picture elsewhere remains less clear. Read the main takeaways from our 2026 global Customer Experience Index rankings.

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.