In 2021, US customer experience (CX) continued to improve, as just under one-quarter of the brands in Forrester’s Customer Experience Index (CX Index™) experienced statistically significant improvements. When we interviewed 12 of the organizations that improved, we found that they all used the pandemic to accelerate their existing CX projects, building upon their strong foundational CX work. This report shares what these “winners” did and how they did it.