{"id":863279,"date":"2025-06-24T10:50:10","date_gmt":"2025-06-24T14:50:10","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged\/"},"modified":"2025-06-24T10:50:10","modified_gmt":"2025-06-24T14:50:10","slug":"forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged\/","title":{"rendered":"Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged<\/b><\/p>\n<p class=\"bwalignc\"><i>CX hit an all-time low in North America, while Europe made some gains and Asia Pacific struggled<\/i><\/p>\n<p>NASHVILLE, Tenn. &amp; CAMBRIDGE, Mass.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nAccording to <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2F&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Forrester%26%238217%3Bs&amp;index=1&amp;md5=07ccd01ccff92b119ae72453d9613ae7\">Forrester\u2019s<\/a> (Nasdaq: FORR) global <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fblogs%2Fcx-index-2025-results%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Customer+Experience+Index&amp;index=2&amp;md5=3fb2364e55aa65a99ca8bdc3929cf57a\">Customer Experience Index<\/a> (CX Index\u2122) 2025 rankings, ongoing challenges that drove last year\u2019s decline in customer experience (CX) quality \u2014 weaker employee experience, waning customer obsession, disappointing tech implementations, and economic volatility \u2014 continue to impact how consumers perceive CX quality. Furthermore, the disparity between the customer experience that brands intend to deliver and what customers actually experience is widening.<\/p>\n<p>\nGlobally, only 10 \u201celite\u201d brands, the top 5% of brands in the CX Index for each country \u2014 Banca Mediolanum, Chewy, H-E-B, HSBC, ING, La Maison Simons, Navy Federal Credit Union, RBC Dominion Securities, USAA, and Zappos.com \u2014 maintained their status. This year, 14 new brands earned the elite spot on the CX Index, and only one of those (the US National Park Service) had statistically significant score gains from 2024 to secure its place. One other elite brand (HSBC in Singapore) improved its score from 2024.<\/p>\n<p><b>Key findings from the global Customer Experience Index include:<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li><b>In North America, a quarter of brands continued to underperform for two consecutive years.<\/b> In the US, for the second year in a row, 25% of brands\u2019 customer experience rankings declined in 2025, compared to only 7% that improved. Additionally, in most US industries, CX quality declined across all three dimensions: effectiveness, ease, and emotion. Amid ongoing economic volatility, customers continue to find it harder to justify the financial value they derive from their interactions with brands.\n<\/li>\n<\/ul>\n<ul class=\"bwlistdisc\">\n<li><b>In Europe, some brand improvements drove nearly half of industries higher.<\/b> Across the region, 7% of brands improved their customer experience scores this year while 2% declined and 90% were statistically unchanged. At the industry level, some European countries saw modest gains in the banking sector.\n<\/li>\n<\/ul>\n<ul class=\"bwlistdisc\">\n<li><b>In Asia Pacific, widespread brand losses hindered progress across most industries.<\/b> In Australia, Singapore, and India, 37% of brands\u2019 customer experience scores fell and 58% remained unchanged.\n<\/li>\n<\/ul>\n<p>\n\u201cCustomer experience continues to erode worldwide, reflecting a concerning multiyear downward trend and a shift in sentiment from positive to neutral,\u201d said Pete Jacques, principal analyst at Forrester. \u201cWhile the changes may seem subtle, they are significant and cannot be ignored. As customer loyalty declines, brands must focus on providing stronger customer experiences to reverse the trend. Even a minor improvement to a brand\u2019s customer experience quality can reduce churn and increase share of wallet.\u201d<\/p>\n<p>\nForrester\u2019s CX Index methodology measures how well a brand\u2019s CX strengthens the loyalty of its customers and prioritizes improvements that drive revenue. This year, more than 275,000 customers\u2019 perceptions of 469 brands across 12 industries and 13 countries were analyzed. For the first time, Forrester also published the <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fpress-newsroom%2Fforrester-brand-experience-index-2025-rankings%2F&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Brand+Experience+Index&amp;index=3&amp;md5=94feb9f5a04f044042b1b70e9fc2b459\">Brand Experience Index<\/a> (BX Index\u2122) and will unveil the Total Experience Score at its <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fevent%2Fcx-north-america%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=CX+Summit+North+America&amp;index=4&amp;md5=657b6f8d017f483eab53c9760729dec0\">CX Summit North America<\/a>, enabling brands to understand the full spectrum of interactions that shape customers\u2019 perceptions.<\/p>\n<p>\nThese rankings are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fresearch%2Fcustomer-experience%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Customer+Experience&amp;index=5&amp;md5=df8cdfb596e9ba2e02142afc03fbea41\">Customer Experience<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fresearch%2Fb2c-marketing%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=B2C+Marketing+Executives&amp;index=6&amp;md5=cfe3cb7f72246a04c5d6ff24e22b730c\">B2C Marketing Executives<\/a>, and <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fresearch%2Fdigital-business-and-strategy%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Digital+Business+%26amp%3B+Strategy&amp;index=7&amp;md5=5ba729bd87856929129433444f63238d\">Digital Business &amp; Strategy<\/a> have access to the CX Index annual benchmarking exercise to help prioritize improvements based on industrywide trends and impact on customer loyalty.<\/p>\n<p><b>Resources:<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fblogs%2Fcx-index-2025-results%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Read&amp;index=8&amp;md5=e9c6624f1dc9082698a97d0ce81f1c9b\">Read<\/a> more about Forrester\u2019s 2025 global CX Index rankings.\n<\/li>\n<li><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Freport%2Fforresters-global-customer-experience-index-cx-index-tm-rankings-2025%2FRES184177&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Explore&amp;index=9&amp;md5=75ef063151a4fd4c0bdb5cbfbe60e030\">Explore<\/a> Forrester\u2019s 2025 global CX Index rankings research (client access required).\n<\/li>\n<li><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fpolicies%2Ftotal-experience%2F%3Futm_source%3Dbusinesswire%26utm_medium%3Dpr%26utm_campaign%3Dcx25na&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Learn+more&amp;index=10&amp;md5=7abdec6c7cc66f4fe4131880cf937a33\">Learn more<\/a> about Forrester&#8217;s CX Index, BX Index, and Total Experience Score methodologies.\n<\/li>\n<\/ul>\n<p><b>About Forrester<\/b><\/p>\n<p>\nForrester (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 <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2FForrester.com&amp;esheet=54281358&amp;newsitemid=20250624954941&amp;lan=en-US&amp;anchor=Forrester.com&amp;index=11&amp;md5=fce86cbfee6cfdf30c1518280cf43ca1\">Forrester.com<\/a>.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20250624954941r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20250624954941\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250624954941\/en\/<\/a><\/span><\/p>\n<p>\nAmanda Chordas<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:achordas@forrester.com\">achordas@forrester.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America Tennessee Massachusetts<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Data Management Apps\/Applications Technology Other Technology Software Networks<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250624954941\/en\/1759468\/3\/Forrester_black_RGB_narrow_%285%29.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged CX hit an all-time low in North America, while Europe made some gains and Asia Pacific struggled NASHVILLE, Tenn. &amp; CAMBRIDGE, Mass.&#8211;(BUSINESS WIRE)&#8211; According to Forrester\u2019s (Nasdaq: FORR) global Customer Experience Index (CX Index\u2122) 2025 rankings, ongoing challenges that drove last year\u2019s decline in customer experience (CX) quality \u2014 weaker employee experience, waning customer obsession, disappointing tech implementations, and economic volatility \u2014 continue to impact how consumers perceive CX quality. Furthermore, the disparity between the customer experience that brands intend to deliver and what customers actually experience is widening. Globally, only 10 \u201celite\u201d brands, the top 5% of brands in the CX Index &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-863279","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged CX hit an all-time low in North America, while Europe made some gains and Asia Pacific struggled NASHVILLE, Tenn. &amp; CAMBRIDGE, Mass.&#8211;(BUSINESS WIRE)&#8211; According to Forrester\u2019s (Nasdaq: FORR) global Customer Experience Index (CX Index\u2122) 2025 rankings, ongoing challenges that drove last year\u2019s decline in customer experience (CX) quality \u2014 weaker employee experience, waning customer obsession, disappointing tech implementations, and economic volatility \u2014 continue to impact how consumers perceive CX quality. Furthermore, the disparity between the customer experience that brands intend to deliver and what customers actually experience is widening. 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Market Newsdesk","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2025-global-customer-experience-index-rankings-21-of-brands-declined-6-improved-and-73-remained-unchanged\/","og_locale":"en_US","og_type":"article","og_title":"Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged - Market Newsdesk","og_description":"Forrester\u2019s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged CX hit an all-time low in North America, while Europe made some gains and Asia Pacific struggled NASHVILLE, Tenn. &amp; CAMBRIDGE, Mass.&#8211;(BUSINESS WIRE)&#8211; According to Forrester\u2019s (Nasdaq: FORR) global Customer Experience Index (CX Index\u2122) 2025 rankings, ongoing challenges that drove last year\u2019s decline in customer experience (CX) quality \u2014 weaker employee experience, waning customer obsession, disappointing tech implementations, and economic volatility \u2014 continue to impact how consumers perceive CX quality. Furthermore, the disparity between the customer experience that brands intend to deliver and what customers actually experience is widening. 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