Business
Forrester’s Brand Experience Index Reveals A Stark Perception Gap Between Customers And NonCustomers Across Industries And Regions
Debuted this year, the Brand Experience Index measures the interconnectedness between brand and customer experience, enabling companies to quantify their
About this update from Forrester Research, Inc.
[{"type":"text","content":"\nDebuted this year, the Brand Experience Index measures the interconnectedness between brand and customer experience, enabling companies to quantify their integrated impact\n\n\n NASHVILLE, Tenn. & CAMBRIDGE, Mass.--(BUSINESS WIRE)--\nAccording 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).\n\n\nIntroduced earlier this year to enable brands to assess how likely consumers are to engage with them, Forrester’s BX Index evaluates three key factors:\n\n\n\nSalience: How top of mind is the brand, and does the customer view it favorably?\n\n\n\nFit: How well does the brand meet the needs of the customer and fit who they are?\n\n\n\nTrust: Does the customer feel confident that the relationship will spark a specific positive outcome?\n\n\n\nKey findings from the global BX Index rankings include:\n\n\n\nTwenty-two brands comprise the “elite” global tier. In 2025, a total of 22 brands earned the “elite” spot, the top 5% of all brands that scored the highest. These include Chewy.com in the US, auto and home insurer NRMA Insurance in Australia, and investment firm TD Wealth in Canada.\n\n\n\nAmericans love their brands more than the Canadians. Despite being close neighbors, the two countries have markedly different brand perceptions. While only a handful of brands in the US secure a “good” BX Index customer score, there are no brands in Canada that achieve this.\n\n\n\nEuropean noncustomers are hard to please. For the 94 brands evaluated in Europe across eight countries, including France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the United Kingdom, the highest average customer BX Index score is for auto and home insurers in Germany while the lowest is for home and auto insurers in Italy. The highest industry noncustomer BX Index score is for UK investment firms ...