Latest news with #TotalExperienceScore
Business Wire
4 days ago
- Automotive
- Business Wire
Forrester's Total Experience Score Exposes Tesla's Brand Dichotomy: Loved By Customers, Shunned By Prospective Buyers
CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester's (Nasdaq: FORR) Global Total Experience Score Rankings, 2025, while Tesla enjoys a strong brand perception among its customers, it fails to connect with potential buyers, and represents the widest perception gap across more than 400 brands evaluated across 10 industries and 13 countries. The auto manufacture achieved a customer score of 72.5 points, exceeding the industry benchmark, and even outperformed highly regarded brands like Honda, Toyota, and Volvo. However, its non-customer score of 33.3 points underscores a substantial perception gap among potential buyers, signaling a disconnect that could hinder future growth for the company, if not addressed. Furthermore, these results highlight Tesla's brand paradox: weak on consumer trust, strong on customer experience. Forrester's research shows that brand experience (BX) and customer experience (CX) are two sides of the same coin. To help companies understand the duality between the two, Forrester recently unveiled Total Experience Score, a new metric that integrates scores from Forrester's Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both non-customers and customers perceive a brand. Companies that want to grow revenue must align their initiatives along two vectors: win new customers and serve existing customers to generate revenue from retention and enrichment. The non-customer and customer components of the Total Experience Score are further plotted on a 'growth grid.' This is a snapshot of how successful a company is at both winning and serving customers, and how it stacks up against its peers. On the growth grid, brands occupy one of four quadrants: Leading. These brands' prospects trust them and hold them in high consideration, and their customers feel well-served and eager for continued engagement. Plateauing. Although these brands score highly with their existing customers, they rank low among non-customers, making it challenging to attract new customers. Churning. These brands acquire customers successfully, but churn with alacrity — which could have a potentially devastating financial outcome, especially when acquisition costs are high. Lagging. The brands in this quadrant are characterized by poor overall performance. They have low scores among both customers and non-customers. 'Our research debunks the idea that Tesla's brand is uniformly declining,' said Keith Johnston, group research director at Forrester. 'Tesla is a compelling case study in the divergence between customer experience and brand perception. While Tesla remains top-of-mind for many non-customers, boasting above-average salience, they are less likely to perceive it as trustworthy, and even less inclined to buy it. When companies align their brand promise with their customer experiences across both customer and non-customer segments, they can unlock up to 3.5x revenue growth and significantly boost customer loyalty.' Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit
Forbes
5 days ago
- Business
- Forbes
Revenue Growth Lies In Synergy Between Brand and Customer Experience
Great brands have always promised more than just a product or a price—they offer an experience. But too often, the brand experience that draws in new customers and the customer experience that follows are disconnected. That disconnect can cost companies growth, retention, and credibility. It's a complicated challenge for brands wanting to put their best foot forward but not wanting to overpromise and underdeliver. In a recent conversation, Dipanjan Chatterjee, Vice President and Principal Analyst at Forrester, laid out why bridging this gap matters more than ever—and how Forrester is helping companies do just that. Chatterjee explained that Forrester has long maintained two key tools: the Customer Experience Index and what used to be called the Brand Energy Index. The former focuses on how customers perceive their interactions with a brand—how effective, easy, and emotionally resonant those experiences are. The latter, now refined and renamed the Brand Experience Index, looks at how prospects and customers perceive a brand—through salience, fit, and trust. Forrester's new move is to merge these two into a single metric: the Total Experience Score. This unified view offers a complete picture of how a brand is perceived before and after someone becomes a customer. According to Chatterjee, this is the first time any firm has brought these metrics together into a single system, and it comes with a practical application: helping companies drive growth. Brand Experience And Customer Experience Will Drive Growth Chatterjee describes growth as happening along two axes—winning new customers and serving existing ones. The Total Experience framework maps brands across both dimensions using a simple grid. Companies that perform well on both axes are considered leading brands. Those that struggle on both are lagging. Some win new customers but fail to keep them—these are churning brands. Others serve existing customers well but struggle to attract new ones—they've plateaued. To make the concept more tangible, Chatterjee shared a few examples from the airline industry. Among the major U.S. carriers, Delta, American, and United have similar Total Experience scores overall. But Delta leads the group, while United ranks third. The nuance is in the details: Delta performs better in both customer experience and brand perception among existing customers. Interestingly, United performs better than Delta among non-customers, suggesting it's doing a good job with marketing—but not delivering on those promises once customers are MADERA, CALIFORNIA - DECEMBER 20: A Tesla Cybertruck is displayed at a Tesla dealership on ... More December 20, 2024 in Corte Madera, California. Electric car maker Tesla is recalling 700,000 vehicles over a tire pressure warning system that could fail to warn drivers of low tire pressure. 2024 Cybertrucks, 2017-2025 Model 3 and 2020-2025 Model Y are being recalled. (Photo by)Tesla Brand Reputation Drops Another example is Tesla. Current Tesla customers report high satisfaction with the product and service, but non-customers have the lowest perception of the brand of any major company Forrester studied. Tesla is no longer just a car company—it's a cultural flashpoint, and that's affecting its brand experience score. Chatterjee notes that this is a brand with strong retention but declining acquisition potential due to eroding external perception. The takeaway for business leaders is clear. First, connect your brand and customer experiences. If these teams are working in silos, you risk losing prospects before they ever convert. Second, use a unified metric like the Total Experience Score to understand and manage the complete journey. Third, benchmark your brand against others in your category to understand whether you're leading, churning, plateaued, or lagging. That's the only way to identify the right strategy for growth—whether it's investing in brand awareness, improving service delivery, or both. Revenue doesn't come from brand or customer experience alone. It comes from the synergy between the two. And in a competitive, fast-moving marketplace, brands that close the gap will be the ones that Experience Quadrant Analysis Action Why It Matters 1. Diagnose the Gap. Map your BX promise against CX reality by segment. You can't fix what you can't see. 2. Adopt a Unifying Metric. Use a Total Experience score. Shared KPIs align marketing and CX toward growth. 3. Plot Yourself on a Growth Grid. Are you Leading, Plateaued, Churning, or Lagging? Strategy depends on knowing where you stand. 4. Invest Where the Leak Is Largest. Let data—not organization charts—drive decisions. Churning brands need delivery fixes; Plateaued ones need brand revitalization. After reflecting on my conversation with Mr. Chatterjee, it is clear that having the visibility to brand gaps will give CMOs the advantage of making better growth bets.
Yahoo
25-06-2025
- Business
- Yahoo
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
Aligning brand and customer experience empowers companies to outperform competitors, achieve up to 3.5x revenue growth, and earn higher customer retention and loyalty LONDON, June 25, 2025--(BUSINESS WIRE)--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 non-customer 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 Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both non-customers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. Europe has a large disparity between customers and non-customers. The gap between customer and non-customer scores is wide across Europe — 18 brands scored more than twice as high with customers as non-customers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a "growth grid," Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The non-customer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. "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. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio." Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. Resources: Learn more about the Total Experience Score and how it can drive growth. Read more about the results of Forrester's 2025 global CX Index and explore Forrester's 2025 global CX Index report (client access required). Visit here to learn more about Forrester's BX Index. Learn more about Forrester's CX Index, BX Index, and Total Experience Score methodologies. About ForresterForrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit View source version on Contacts Press contact:Hannah Segvich hsegvich@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
25-06-2025
- Business
- Yahoo
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
Aligning brand and customer experience empowers companies to outperform competitors, achieve up to 3.5x revenue growth, and earn higher customer retention and loyalty SINGAPORE, June 25, 2025 /PRNewswire/ -- 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 non-customer 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 Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both non-customers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. Europe has a large disparity between customers and non-customers. The gap between customer and non-customer scores is wide across Europe — 18 brands scored more than twice as high with customers as non-customers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a "growth grid," Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The non-customer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. "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. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio." Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. Resources: Learn more about the Total Experience Score and how it can drive growth. Read more about the results of Forrester's 2025 global CX Index and explore Forrester's 2025 global CX Index report (client access required). Visit here to learn more about Forrester's BX Index. Learn more about Forrester's CX Index, BX Index, and Total Experience Score methodologies. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit View original content to download multimedia: SOURCE Forrester
Business Wire
24-06-2025
- Business
- Business Wire
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
NASHVILLE & CAMBRIDGE, Mass.--(BUSINESS WIRE)--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 Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both noncustomers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. Europe has a large disparity between customers and noncustomers. The gap between customer and noncustomer scores is wide across Europe — 18 brands scored more than twice as high with customers as noncustomers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a 'growth grid,' Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The noncustomer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. '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. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio.' Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit
