customer experience index (CX Index)
The Forrester Customer Experience Index (CX Index™) is closes the loop between CX measures and growth, giving you unprecedented ability to guide investments that produce the greatest revenue return. Our CX Index insights glean lessons from the index’s data.
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Insights
Blog
Retail’s Incremental Total Experience Shift: Select Brands See Significant Improvement
Forrester assessed 41 major US retailers for our Total Experience Score to determine how well brands win and serve customers. Retailers have work to do: The average Total Experience Score across all retailers was a mere 59.1 on a 100-point scale. Still, retail did improve compared to last year, increasing a statistically significant 0.4 points […]
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Total Experience Score, 2026: Growth Breaks When Experiences Fragment
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
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Have We Turned The Corner On CX Quality?
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.
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Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
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Who’s Leading In UK Investment Firms’ Total Experience
Discover which UK investment firms lead Forrester’s Total Experience Score and how brand and customer experience shape loyalty and competitive advantage.
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Create Emotionally Positive Digital Experiences For Differentiation And Growth
To drive loyalty and differentiate in a world where customers increasingly connect via digital channels, you must create digital experiences that are not only easy and effective but also emotionally resonant. Learn why emotionally resonant experiences matter now and what makes a digital experience emotionally resonant.
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Most Financial Services Firms In Singapore Struggle To Align Their Brand Promise To CX
The results from Forrester’s 2025 study on total experience — covering major banks, investment firms, and health insurers — are in. But before we dive into the highlights, let’s set some context.
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Trust, Transparency, And Tech: A Trifecta To Reimagine Healthcare CX
Today’s healthcare consumers are more connected, informed, and empowered than ever — and they expect their healthcare experiences to keep pace. They demand experiences that are assistive, anticipatory, and agentic. They want to control their health journeys by owning their data, making informed decisions, and engaging in interactions that feel like conversations, not like transactions. […]
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You Still Need A Design System — Now More Than Ever
Forrester’s new Q&A report answers the six most important questions a team should ask when building a design system.
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US Federal CX Dodges Declines Impacting Other Sectors
Forrester’s 2025 CX Index shows US federal agencies outperforming utilities — but overall CX stagnating. Read the full report for agency insights.
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European Banks Have Room To Grow — And Leaders To Learn From
Forrester’s Total Experience Score shows that many European banks aren’t delivering on brand promises. Explore which banks lead in customer and brand experience.
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Starbucks: One Year Later
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
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From Generic To Human-Centered And Empowering: Tomorrow’s CX Starts Today
The convergence of emerging technologies is accelerating the transformation of customer experience — reshaping how companies understand and serve customers, streamline operations, and deliver value.
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Parting Lessons From CX Summit North America To Help You Deliver The Total Experience
As another CX Summit North America draws to a close, it’s time to get to work. Use these takeaways to help you create your action plan for transforming the experiences you offer.
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US Banks’ Total Experience: Brand Promises Fall Short, And CX Is Declining
Banks create value by winning customers and then serving them in ways that deepen the relationship and drive retention. Forrester’s new Total Experience Score rankings for 25 US banks reveal that banks’ brand promises aren’t resonating and that CX has declined. So what’s going wrong, and which banks are getting it right? What Is Forrester’s […]
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US Health Insurers’ Total Experience Fails To Impress
Before diving into the highlights of this year’s study, The US Health Insurers Experience Metrics Rankings, 2025, let’s first set some context. Since 2016, Forrester has been tracking the quality of brands’ customer experience (CX), using the Customer Experience Index (CX Index™), which links customers’ perceptions of CX quality to loyalty. This year, we are […]
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Customer Experience Quality In The US Falls To An(other) All-Time Low
While persistent challenges plague CX in North America, EMEA offered some bright spots. Learn about this year’s Customer Experience Index (CX Index™) scores and the lessons they hold for brands.
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It Takes A Postsale Team To Avoid A Messy DX
A postsale digital experience (PDX) helps customers succeed through self-directed activity, guides them to gain more value from current investments, and reduces churn risk.
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Revitalize Your Total Experience At CX Summit APAC
CX, marketing, and digital leaders have many measurement options at their disposal but struggle to identify what matters most to their customers and business. Find new ways forward at CX Summit APAC.
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How Banks Can Win At CX: Lessons From The Front Lines
Customer experience quality in banking is falling on average, but there are banking brands globally that buck this trend, outshining competitors and continuing to improve their CX performance.
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