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<\/a><\/a>\nWhile brand experience and customer experience can each drive revenue independently, the impact multiplies when they are orchestrated together as a unified total experience. In the US, for example, companies delivering a strong total experience see significantly higher returns from retention and enrichment: Automotive firms achieve a 2.6x revenue lift and retailers see a 3.8x increase.<\/p>
\nThe new research finds that CX scores improved in North America, European brands remained mostly stable, and results in Asia Pacific were uneven across markets. Globally, 20% of CX Index scores improved while 8% declined for the brands that were evaluated in both 2025 and 2026. Additionally, 38% of brands improved their BX Index scores year over year, and 5% worsened.<\/p>
\n\u201cCompanies fuel business performance by focusing on two critical levers: shaping brand perceptions that earn trust and preference and delivering experiences that consistently bring that promise to life,\u201d said Keith Johnston, VP and group research director at Forrester. \u201cWhen brand and customer experience are disconnected, they create conflicting signals and muddle their priorities. But when companies align their brand promise with the experiences they deliver, they create a compelling total experience, driving significantly higher revenue, retention, and customer value. Forrester\u2019s Total Experience Score enables firms to measure the overall strength of a brand\u2019s relationship with both customers and noncustomers, capturing how those moments shape perception, influence buying decisions, and drive long-term loyalty.\u201d<\/p>
\nThis year at CX Summit EMEA<\/a>, Forrester will also unveil its new EX Index, a key measure that describes the impact of EX on a company\u2019s efforts to improve its position in Forrester\u2019s Total Experience Score. The EX Index is designed to help leaders assess whether their employee experience strengthens or detracts from business outcomes.<\/p> \nAdditionally, Forrester analysts will select organizations featured in the global Total Experience Score rankings that deliver on their brand promise, engage employees, and drive measurable customer and business outcomes for the inaugural Total Experience Honor. Honorees from each region \u2014 Asia Pacific, Europe, and North America \u2014 will be celebrated at Forrester\u2019s CX events.<\/p> \nThe highest-performing brands (ranked according to their Total Experience Scores) across Asia Pacific, Europe, and North America, along with key regional findings, include the following:<\/b><\/p> \nForrester\u2019s Total Experience Score, BX Index, CX Index, and EX 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, as well as relevant Forrester Market Insights, Forrester AI Access, and Group Reader Access license holders, have access to the BX Index, CX Index, and EX Index annual benchmarking results.<\/p> \nResources:<\/b><\/p> \nAbout Forrester<\/b><\/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, revenue, and product functions to make confident decisions in an AI-driven world 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 Forrester.com.<\/p>\n
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