Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
According to Forrester’s (Nasdaq: FORR) Global Total Experience Score Rankings, 2025, when companies align their brand promise with the experiences they deliver across both customer and noncustomer segments, they are better positioned to win and serve customers — unlocking up to 3.5x revenue growth and significantly boosting customer loyalty. Forrester’s research shows that brand experience (BX) and customer experience (CX) are interconnected. To drive growth, companies need a harmonized framework that evaluates both experiences in tandem.
Forrester’s 2025 Global Customer Experience Index Rankings: 21% Of Brands Declined, 6% Improved, And 73% Remained Unchanged
According to Forrester’s (Nasdaq: FORR) global Customer Experience Index (CX Index™) 2025 rankings, ongoing challenges that drove last year’s decline in customer experience (CX) quality — weaker employee experience, waning customer obsession, disappointing tech implementations, and economic volatility — 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.
Forrester’s Brand Experience Index Reveals A Stark Perception Gap Between Customers And NonCustomers Across Industries And Regions
According to Forrester’s (Nasdaq: FORR) Brand Experience Index (BX Index™), both customers and noncustomers are more likely to purchase from, recommend, prefer, and pay a premium for brands with strong brand experience (BX) scores. Across all industries and countries, the average customer BX Index score consistently surpasses the noncustomer score, with differences ranging from 5 to 30 points. For example, in the US, Tesla earns a relatively high customer score, yet its noncustomer score ranks the lowest across all brands and categories, underscoring the significance of improving both brand and customer experience (CX).
Forrester Announces 2025 Customer Obsession Awards Winners For North America
Forrester (Nasdaq: FORR) today announced Canadian Imperial Bank of Commerce (CIBC) as the recipient of its Customer-Obsessed Enterprise Award. Additionally, John Miller, vice president of consumer and retail solutions at AT&T, has been named the winner of this year’s Customer-Obsessed Leadership Award. These awards recognize organizations and senior leaders, respectively, who prioritize customers in their leadership, strategy, and operations to drive successful business outcomes. Award recipients will be honored at CX Summit North America, being held in Nashville, Tennessee, and digitally, June 23–26, 2025.
Forrester Research Reports 2025 First-Quarter Financial Results
Forrester Research, Inc. (Nasdaq: FORR) today announced financial results for the first quarter ended March 31, 2025, with contract value at $290.9 million, down 7% compared with the prior year.
Forrester Unveils Top 10 Emerging Technologies For 2025; AI Innovation Shifts From Experimentation To Business Imperative
As generative AI evolves into agentic AI, automation becomes more sophisticated, and emerging technologies shift to large-scale deployment, firms will no longer be experimenting with AI by the end of 2025 — they will be racing to keep up with AI’s acceleration. However, given ongoing geopolitical volatility, making the right technology investment decisions will be a key lever for business growth and competitive advantage. Forrester’s (Nasdaq: FORR) research, The Top 10 Emerging Technologies In 2025, highlights new technologies that empower leaders to drive AI-led innovation while ensuring long-term resilience.
Forrester Research To Broadcast Its 2025 First-Quarter Earnings Conference Call
Forrester Research, Inc. (Nasdaq: FORR) will broadcast its first-quarter earnings conference call at 4:30 p.m. ET on May 6, 2025.
Forrester Opens Nominations For Its 2025 Security & Risk Enterprise Leadership Award
Forrester (Nasdaq: FORR) today opened calls for nominations for its Security & Risk Enterprise Leadership Award, which recognizes organizations that implement a robust security, privacy, and risk strategy that protects their enterprise against threats while fostering trust with their customers, employees, and partners.
Forrester: To Thrive Amid Volatility, Leaders Must Optimize Technology Investments, Excel At Driving Change, And Proactively Manage Risk
According to Forrester’s (Nasdaq: FORR) report, How To Thrive Through Volatility, business and technology leaders need to quickly adapt to current economic uncertainty. This year has been marked by unpredictability and volatility — new tariffs, trade wars, outages, cyberthreats, supply chain disruptions, and geopolitical tensions are all contributing to global market instability. As a result, business leaders may have an impulse to pause planned initiatives and spending and wait to see how things play out. Yet with no end in sight to this volatility, leaders should double down on investing in areas that position them for future growth while proactively optimizing costs, pivoting resources, and scaling back on non-essential projects.
Forrester: B2B Organizations Must Evolve To Encompass AI Agents And External Influencers To Align With How Modern Buyers Want To Buy
B2B organizations and go-to-market teams have fallen out of step with today’s buyers, who are younger, rely more on generative AI and AI agents to research products and services, and increasingly turn to third parties and influencers to make their purchase decisions. These behavioral shifts are upending norms and entrenched practices according to new research, Buying Networks: Your Buyers’ New Reality, unveiled at Forrester’s (Nasdaq: FORR) B2B Summit North America, which kicked off today. Additionally, B2B leaders are under increasing pressure to drive growth and improve profitability, all while navigating a challenging economic and geopolitical environment. To thrive amid this volatility, B2B organizations must transform their revenue processes to reflect a deeper understanding of the complex dynamics of purchasing decisions.
Forrester Opens Nominations For Its 2025 Global Technology Awards
Forrester (Nasdaq: FORR) today opened calls for nominations for its annual global Technology Awards for Technology Strategy Impact and Enterprise Architecture, which recognize organizations that drive business outcomes through their respective high-performance IT strategies and strategic IT frameworks. The company also announced a new Data & AI Impact Award for organizations based in North America. This award will recognize North American organizations that implement data, AI, and analytics initiatives that directly contribute to business results. Forrester’s technology awards spotlight organizations that boost alignment across their companies’ technology strategy; enterprise architecture; and data, AI, and analytics capabilities to fuel business growth.
