Latest news with #BXIndex™)
Yahoo
6 hours ago
- Business
- Yahoo
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
Aligning brand and customer experience empowers companies to outperform competitors, achieve up to 3.5x revenue growth, and earn higher customer retention and loyalty SINGAPORE, June 25, 2025 /PRNewswire/ -- According to Forrester's (Nasdaq: FORR) Global Total Experience Score Rankings, 2025, when companies align their brand promise with the experiences they deliver across both customer and non-customer segments, they are better positioned to win and serve customers — unlocking up to 3.5x revenue growth and significantly boosting customer loyalty. Forrester's research shows that brand experience (BX) and customer experience (CX) are interconnected. To drive growth, companies need a harmonized framework that evaluates both experiences in tandem. Forrester's Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both non-customers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. Europe has a large disparity between customers and non-customers. The gap between customer and non-customer scores is wide across Europe — 18 brands scored more than twice as high with customers as non-customers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a "growth grid," Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The non-customer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. "Driving growth requires a dual focus — shaping brand perceptions that inspire consideration and loyalty and strengthening them through consistent, customer-centric experiences," said Keith Johnston, group research director at Forrester. "While BX and CX are powerful revenue drivers individually, when integrated into a cohesive total experience, they amplify one another to deliver even greater financial returns. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio." Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. Resources: Learn more about the Total Experience Score and how it can drive growth. Read more about the results of Forrester's 2025 global CX Index and explore Forrester's 2025 global CX Index report (client access required). Visit here to learn more about Forrester's BX Index. Learn more about Forrester's CX Index, BX Index, and Total Experience Score methodologies. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit View original content to download multimedia: SOURCE Forrester
Business Wire
17 hours ago
- Business
- Business Wire
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
NASHVILLE & CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester's (Nasdaq: FORR) Global Total Experience Score Rankings, 2025, when companies align their brand promise with the experiences they deliver across both customer and noncustomer segments, they are better positioned to win and serve customers — unlocking up to 3.5x revenue growth and significantly boosting customer loyalty. Forrester's research shows that brand experience (BX) and customer experience (CX) are interconnected. To drive growth, companies need a harmonized framework that evaluates both experiences in tandem. Forrester's Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both noncustomers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. Europe has a large disparity between customers and noncustomers. The gap between customer and noncustomer scores is wide across Europe — 18 brands scored more than twice as high with customers as noncustomers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a 'growth grid,' Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The noncustomer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. 'Driving growth requires a dual focus — shaping brand perceptions that inspire consideration and loyalty and strengthening them through consistent, customer-centric experiences,' said Keith Johnston, group research director at Forrester. 'While BX and CX are powerful revenue drivers individually, when integrated into a cohesive total experience, they amplify one another to deliver even greater financial returns. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio.' Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit
Business Wire
18 hours ago
- Automotive
- Business Wire
Forrester's Brand Experience Index Reveals A Stark Perception Gap Between Customers And NonCustomers Across Industries And Regions
NASHVILLE, Tenn. & CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester's (Nasdaq: FORR) Brand Experience Index (BX Index™), both customers and noncustomers are more likely to purchase from, recommend, prefer, and pay a premium for brands with strong brand experience (BX) scores. Across all industries and countries, the average customer BX Index score consistently surpasses the noncustomer score, with differences ranging from 5 to 30 points. For example, in the US, Tesla earns a relatively high customer score, yet its noncustomer score ranks the lowest across all brands and categories, underscoring the significance of improving both brand and customer experience (CX). Introduced earlier this year to enable brands to assess how likely consumers are to engage with them, Forrester's BX Index evaluates three key factors: Salience: How top of mind is the brand, and does the customer view it favorably? Fit: How well does the brand meet the needs of the customer and fit who they are? Trust: Does the customer feel confident that the relationship will spark a specific positive outcome? Key findings from the global BX Index rankings include: Twenty-two brands comprise the 'elite' global tier. In 2025, a total of 22 brands earned the 'elite' spot, the top 5% of all brands that scored the highest. These include in the US, auto and home insurer NRMA Insurance in Australia, and investment firm TD Wealth in Canada. Americans love their brands more than the Canadians. Despite being close neighbors, the two countries have markedly different brand perceptions. While only a handful of brands in the US secure a 'good' BX Index customer score, there are no brands in Canada that achieve this. European noncustomers are hard to please. For the 94 brands evaluated in Europe across eight countries, including France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the United Kingdom, the highest average customer BX Index score is for auto and home insurers in Germany while the lowest is for home and auto insurers in Italy. The highest industry noncustomer BX Index score is for UK investment firms and the lowest is for banks in France. India and Singapore have the narrowest customer and noncustomer differential. The Asia Pacific analysis spans Australia, India, and Singapore. In that region, Singapore has two of the lowest customer-to-noncustomer differentials. In contrast, Australia's differential is roughly double that of its two peers, India and Singapore. 'The new BX Index has been designed to offer brands a data-driven approach to win and serve customers,' said Dipanjan Chatterjee, Forrester VP and principal analyst. 'To fully understand a brand's perception, we calculated separate scores for both customers and noncustomers, which were then combined into a composite score to help companies recognize the duality between BX and CX. When companies align their brand promise with the experiences they deliver across both customer and noncustomer segments, there is a compound, multiplier effect.' In its inaugural year, Forrester evaluated 452 brands across 12 industries and 13 countries to quantify the strength of brands' perception. Additionally, at its CX Summit North America, Forrester will unveil a new unified metric, the Total Experience Score, which combines the BX Index and Customer Experience Index (CX Index™) to assess a brand's ability to deliver on a promise it makes. Forrester's BX Index rankings and results reports are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. Read the report — Forrester's Global Brand Experience Index (BX Index™) Rankings, 2025 — to check out how more than 450 brands across 13 countries spanning Asia, Europe, and North America stack against each other (client access required). Discover more about the Brand Experience Index and how it can offer brands a data-driven approach to win and serve customers. Learn more about Forrester's CX Index, BX Index, and Total Experience Score methodologies. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit
