Average US CX Index Performance Falls For Fourth Consecutive Year

CX quality in the US, as measured by Forrester’s Customer Experience Index (CX Index™), fell to a new average low of 68.3 in 2025. The score is on a 100-point scale and falls in the “OK” performance category. Of the 221 brands we evaluated in 2024 and 2025, 25% had statistically significant losses, while 68% were unchanged and only 7% improved. Since the COVID-19 pandemic, many brands have struggled with organizational and economic headwinds that hurt CX. These challenges affect all three elements of CX: effectiveness, ease, and emotion. This data snapshot shows trends in average CX quality, which has decreased for the fourth consecutive year after three years of steady improvement.