Forrester has just published the results of its annual Customer Experience Index (CX Index™) rankings. Unfortunately, US consumer perceptions of CX quality have declined for an unprecedented third consecutive year, reaching their lowest point since the CX Index began.
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GLOForrester has just published the results of its annual Customer Experience Index (CX Index™) rankings. Unfortunately, US consumer perceptions of CX quality have declined for an unprecedented third consecutive year, reaching their lowest point since the CX Index began. Moreover, performance has decreased across all three dimensions of CX quality: effectiveness, ease, and emotion.
Key details on brand performance include the following:
- Brand-level declines were more widespread and severe than ever. An unprecedented 39% of brands saw significant declines, compared to 17% in 2023. The average drop this year was 3.9 points, surpassing last year’s record decline of 3.6 points.
- Industry-level declines were also more widespread and severe than ever. Ten industry averages saw significant declines, breaking the previous record of eight set in 2022. Only one industry, airlines, improved this year.
- Effectiveness and ease reached new lows, while emotional quality continued to struggle. The average effectiveness of experiences fell by 4 percentage points (to 64%), and the average ease fell by 3 percentage points (to 66%). Brands also had difficulty connecting emotionally with consumers.
- Even elite brands struggled to maintain their status. Elite brands, those in the top 5% of all brands across industries, faced challenges, with six of the 11 elite brands having flat scores and four experiencing significant declines from 2023. These changes highlight the difficulties top brands faced in maintaining high CX this year.
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For a detailed analysis of each brand’s ranking and insights into the key drivers of the CX Index score, read the full report, The US Customer Experience Index Rankings, 2024, or schedule a call with us.
If you are a Forrester Decisions client and want more details, please contact your account team. If your brand is included in our study, we can provide a detailed readout. If your brand is not included, we can still offer valuable insights to help you improve your CX.
Source: Forrester
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