- Forrester's Brand Experience Index highlights significant perception gaps between customers and noncustomers across various industries and regions.
- The BX Index evaluates three core factors: salience, fit, and trust.
- In 2025, 22 brands achieved "elite" status, including Chewy.com and NRMA Insurance.
Forrester Research (FORR, Financial) has unveiled its inaugural Brand Experience Index (BX Indexâ„¢), a groundbreaking metric that measures the interconnectedness between brand and customer experience. The BX Index identifies that customers are more inclined to purchase, recommend, and pay a premium for brands with high BX scores. However, a noticeable gap persists between customer and noncustomer perceptions, with scores differing by 5 to 30 points across various regions and industries.
The BX Index evaluates brands based on three primary factors: salience, fit, and trust. Salience measures brand recognition and favorability, fit assesses how well a brand meets customer needs, and trust evaluates customer confidence in the brand.
Key findings from the 2025 global BX Index rankings reveal notable insights. For example, Tesla boasts a high customer score in the US but lags in noncustomer perception, highlighting the importance of enhancing both brand and customer experiences. In Europe, auto and home insurers in Germany scored the highest customer BX Index, while investment firms in the UK received the highest noncustomer score. On the other hand, banks in France scored the lowest among noncustomers.
The BX Index also highlighted regional differences, such as the narrow customer-to-noncustomer differentials in India and Singapore compared to Australia. This year's analysis encompassed 452 brands across 12 industries and 13 countries, providing a comprehensive assessment of brand perception globally.
According to Dipanjan Chatterjee, Forrester VP and principal analyst, aligning brand promises with delivered experiences enhances both customer and noncustomer engagement, creating a multiplier effect. At its upcoming CX Summit North America, Forrester plans to introduce the Total Experience Score, combining BX and CX indices for a holistic view of brand performance.
Forrester (FORR, Financial) continues to provide valuable insights through its extensive research and advisory services, empowering brands to thrive through enhanced customer experiences.
