CustomerThink: Beyond the Dip: Forrester’s Total Experience Score Aims to Reshape Brand Loyalty Amid Declining CX

This article was written by Greg Kihlström for CustomerThink. Read the original article here.

While anyone paying attention to the customer experience landscape knows that consumers are increasingly basing purchasing decisions as well as loyalty and retention considerations on the overall experience they receive, the current trends of how well brands are responding to this are not going in the right direction. Forrester’s 2025 Global Customer Experience Index (CX Index™) paints a concerning picture: customer experience quality is in a multi-year decline worldwide, reaching an “all-time low in North America.” Brands are feeling this, as customers continue to vote with their wallets.

In response to these persistent challenges and the complex and nuanced methods needed to reverse these declines, Forrester has introduced new measurements, including the Brand Experience (BX) Index and a Total Experience (TX) Score that ties the BX Index together with its existing CX Index, in an attempt towards a more holistic understanding of customer-brand interactions.

This article will explore the alarming trends highlighted by the CX Index rankings, the integrated approach of Forrester’s new Total Experience Score, and how brands can operationalize improvements to reverse these trends.

This article was written by Greg Kihlström for CustomerThink. Read the original article here.