Trends Report

Widespread Drops In US CX Quality Point To Major Failures In Brands’ Customer Focus

Revelations From Forrester’s Customer Experience Index

June 6th, 2022
With contributors:
Keith Johnston , Sharyn Leaver , Michelle Yaiser , Sam Karpinski , Ananya Suresh , Shayna Neuburg


US companies have lost the vital focus on customers that they gained at the beginning of the pandemic in 2020. Forrester’s 2022 US Customer Experience (CX) Benchmark study reveals losses in CX quality across 13 industries. Our study also shows that companies have flubbed digital CX and other essential pandemic-era CX efforts. However, bright spots — like customers’ historically high forgiveness for brands that make mistakes — provide a foundation on which to rebuild CX quality. Despite this year’s losses, great CX is sustainable. It requires an enterprisewide effort to put customers at the center of an organization’s leadership, strategy, and operations.

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