Total Experience
Companies that align their brand experience, customer experience, and employee experience pull ahead — and stay ahead. Learn about Forrester’s Total Experience Score and research and how they help firms across industries make meaningful, measurable improvements.
Insights
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Build The Human Foundations Before You Scale AI
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
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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.
Watch: The Missing Link Between CX Improvements And Growth
On demand, Forrester breaks down how the brand and customer experience work together — and how the Total Experience Score helps you prioritize the experience drivers with the biggest revenue lift.
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Forrester’s EX Index Completes The Total Experience Picture
Most organizations manage employee, customer, and brand experience in silos, obscuring how they connect to influence business outcomes. Forrester’s new EX Index reveals how employee experience shapes brand equity, customer loyalty, and growth.
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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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Forrester’s 2026 BX Index™ Rankings: North American Brands Make Gains; Europe And Asia Are More Constrained
Forrester’s 2026 Brand Experience Index reveals where brand perception is strengthening and where it’s stalling. Read about the high-level shifts across regions and industries this year.
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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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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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Step Up To Deliver The Total Experience
We’ve just wrapped up another successful CX Summit EMEA. Now it’s time to put those lessons to work — and deliver on your customers’ total experience.
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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Forrester’s 2025 Customer Obsession Awards: Share Your Story Of Creating The Total Experience
Our nomination period is open for our annual Customer Obsession Awards. Tell us how you centered your leadership, strategy, and operations on your customers — you may have the opportunity to share your story on stage at one of our CX Summits.