Revealed in the firm’s Global Total Experience Score Rankings, 2025, the metric combines Forrester’s new Brand Experience Index (BX Index™) and its long-established Customer Experience Index (CX Index™) to produce a unified view of how both customers and noncustomers perceive a brand.
The Total Experience Score is designed to reflect a company’s ability to both attract and retain customers—two vital drivers of revenue growth. According to Forrester’s research, companies that align brand and customer experience can achieve up to 3.5 times faster revenue growth, with measurable improvements in loyalty and retention.
The report analyzed 413 brands across 10 industries in 13 countries, drawing on responses from more than 360,000 consumers. Findings showed marked regional trends: in North America, direct banks led performance while insurers trailed; Europe revealed a significant gap between how brands are perceived by customers versus noncustomers; and in the Asia-Pacific region, investment firms and banks dominated the top ranks, while some insurers underperformed.
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The Total Experience Score uses a “growth grid” to position brands based on their ability to win new customers (via BX) and serve existing ones (via CX). This model offers companies a strategic view of where they stand—and where they can improve, by integrating feedback from both current and potential customers.
“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.”
The new rankings and scoring system are part of Forrester’s Decisions portfolio of research services, providing subscribers with actionable insights for benchmarking and competitive analysis across both brand and customer experience dimensions.
