The report is based on Forrester’s CX Index™ methodology, which measures how well a brand’s customer experience strengthens the loyalty of its customers. We use this methodology to create an annual benchmark of CX quality at large US brands. Between our Q3 2015 report and our 2016 report we saw modest but clear progress among many of those brands, as 58 out of 319 had a significant improvement in their experiences.
- Twenty-eight brands gained 5 points or more. The 28 brands were scattered across 12 industries plus the US federal government, where three agencies made big increases.
- Five industry averages rose. Every year we show the range of scores by industry together with industry means. In 2016 the bar went up significantly for five industries: wireless service providers, traditional retailers, hotels, internet service providers (ISPs), and US federal government agencies (which is more of a sector than an industry but you get the idea).
- The percentage of Good and Okay scores rose slightly. The percentage of Good and Okay brands each increased by two percentage points. Those gains came equally from declines in the Poor and Very Poor scores, which each shrank by two percentage points.
But it’s not all good news