Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for six Swedish banks reveal that while their CX is improving, their brand promises aren’t resonating. We also identify the key drivers of BX and CX, the top levers of trust, and the emotions that most impact 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.