Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for nine Italian banks reveal that their brand promises aren’t resonating and CX is stagnating. We also identify the key drivers of BX and CX, top levers of trust, and emotions that impact brands’ ability to win and serve customers. CX, marketing, and digital business leaders can use these findings to understand their market dynamics and how to improve customer loyalty.