Summary
Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for six banks in Singapore reveal that their brand promises aren’t resonating strongly with prospective customers and the quality of experiences for existing customers remains flat. We also identify the key drivers of BX and CX, top levers of trust, and the emotions that most affect banking 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.
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