Summary
Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for eight US direct banks reveal that their brand promises aren’t resonating and CX has declined. We also identify the key drivers of BX and CX, the top levers of trust, and emotions that impact brands’ ability to win and retain customers. This report presents current ratings for the industry that CX leaders should review to understand where improvements are needed.
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