Business
Forrester's Total Experience Score: Most Financial Services Firms In Singapore Fail To Match Their Brand Promise With Their Customer Experience
Forrester (Nasdaq: FORR) has released its inaugural Total Experience Score rankings for financial services firms in Singapore in 2025, revealing a wide disparity between how well banks, investment firms, and health insurers align their brand promises with the experiences they deliver to their customers. Only a handful of financial services firms excel in both areas, with the majority of brands struggling to deliver consistent experiences that build trust and engender long-term loyalty.
About this update from Forrester Research, Inc.
[{"type":"text","content":"Citibank, HSBC, and Raffles Health Insurance received the highest Total Experience Scores in the banking, investment, and health insurance sectors, respectively","length":160,"tagName":"p","attribs":{}},{"type":"text","content":"SINGAPORE, Oct. 22, 2025 /PRNewswire/ -- Forrester (Nasdaq: FORR) has released its inaugural Total Experience Score rankings for financial services firms in Singapore in 2025, revealing a wide disparity between how well banks, investment firms, and health insurers align their brand promises with the experiences they deliver to their customers. Only a handful of financial services firms excel in both areas, with the majority of brands struggling to deliver consistent experiences that build trust and engender long-term loyalty.","length":531,"tagName":"p"},{"type":"image","alt":"(PRNewsfoto/Forrester)","displaySize":"","headline":null,"caption":"(PRNewsfoto/Forrester)","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":64,"url":"https://media.zenfs.com/en/prnewswire.com/f629bf7b855041dac3d4dc09f6706e4a"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/pD7fTSvgPwWskKk61Lr00g--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTExMztjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/f629bf7b855041dac3d4dc09f6706e4a","width":400,"height":64}},"href":"https://mma.prnewswire.com/media/2732193/Forrester_Logo.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"The Total Experience Score combines findings from Forrester's Brand Experience Index (BX Index™) and its well-established Customer Experience Index (CX Index™) to generate a composite score that measures the perceptions that both noncustomers and customers form based on their cumulative interactions with a brand. As the only metric that measures brand impact across the entire customer lifecycle, the Total Experience Score empowers CX, marketing, and digital business leaders to identify the key drivers of BX and CX, top levers of trust, and the emotions that most affect brands' ability to win, retain, and serve customers.","length":636,"tagName":"p"},{"type":"text","content":"Key findings from the Singapore financial services Total Experience Score rankings include:","length":91,"tagName":"p"},{"type":"list","items":[{"val":[{"type":"text","content":"Banks:Of the six banks evaluated — Citibank, DBS, HSBC, OCBC, ...