Forrester has just released the results from its annual Customer Experience Index (CX Index™) rankings. Unfortunately, US consumer perceptions of CX quality have dropped for an unprecedented third year in a row and are now at their lowest point since the inception of the CX Index. What’s more, performance dropped in all three dimensions of CX quality: effectiveness, ease, and emotion.


Additional details on how brands performed include the following:

  • Declines at the brand level were broader and steeper than ever. An unprecedented 39% of brands significantly declined, compared to 17% in 2023. What’s worse, the average drop surpassed last year’s decline: The drop in 2024 was 3.9 points compared to the previous record average decline of 3.6 points set last year.
  • Industry-level declines were also broader and steeper than ever. Ten industry averages significantly declined, beating the previous record of eight set in 2022. Only one industry this year improved: airlines.
  • Effectiveness and ease hit new lows, while emotional quality languished. The average effectiveness of experiences fell by 4 percentage points (to 64%) and the average ease fell by 3 percentage points (to 66%). Brands also struggled to connect emotionally.
  • Even elite brands struggled to maintain their status. Elite brands are those in the top 5% of all brands across industries. Six of the 11 elite brands had flat scores, and four had significant declines from 2023. These shifts reflect the challenges that even top brands faced in maintaining high CX this year.

For a detailed analysis of each brand’s ranking and for insights into key drivers of the CX Index score, read the full report, The US Customer Experience Index Rankings, 2024, or schedule a call with us.

If you are a Forrester Decisions client and want more details, please contact your account team. If your brand is included in our study, we can provide a detailed readout. If your brand is not included, we can still offer valuable insights that will help you improve your CX.