Summary
CX quality in the US fell to a new average low of 68.3 in 2025, according to Forrester’s Customer And Brand Experience Survey. Lagging performance on at least two of the three quality metrics (effectiveness, ease, and emotion) caused these modest drops in nine of the 13 US industry averages we tracked in 2024 and 2025. In most cases, customer perceptions changed from positive to neutral, reflecting a small and recoverable shift in sentiment. Emotional quality saw the greatest drop in positive ratings, ranging from a 1-percentage-point drop in the multichannel banking industry to a 4-percentage-point drop for the auto and home insurance industry. This data snapshot shows these shifts in metrics.
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