Observed Signal · Jun 24, 2025 · Product Launch · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
Forrester's Total Experience Score Reveals Cost of Marketing-CX Misalignment
Forrester introduced its Total Experience Score (TXS) at CX Summit North America, quantifying the business impact of aligning brand perception with customer experience delivery. The score combines customer and non-customer brand perceptions into a single growth-oriented metric. Forrester found that brands excelling in both areas achieve revenue lifts of 2.9x in automotive, 3.7x in retail, and 4.1x in investment services. The report highlights regional variations, with U.S. direct banks leading and health insurers lagging. It also identifies a growth grid categorizing brands as Leaders, Plateauing, Churning, or Lagging, emphasizing that most brands miss the leader quadrant. Experts from Forrester, Pontem Tech Partners, and Qualtrics stress the need for cross-functional alignment between marketing, CX, and brand teams, advocating shared KPIs like Customer Lifetime Value and AI-enabled insights to bridge traditional silos.
Introduces a new industry measurement framework that quantifies the business impact of marketing-CX alignment, prompting brands to unify strategies and KPIs across marketing and customer experience functions.
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Key Takeaways & Evidence Grounding
- Forrester launched the Total Experience Score (TXS) at its CX Summit North America in Nashville.
- Brands with strong brand perception and CX execution see revenue lifts of 2.9x (automotive), 3.7x (retail), and 4.1x (investment firms) from retention and enrichment.
- U.S. direct banks achieved the highest average industry score (61.8), while Cigna had the lowest U.S. score (47.9).
- ICICI Bank and HDFC Securities tied for the highest global Total Experience Score at 66.3.
- Forrester's growth grid categorizes brands into Leaders, Plateauing, Churning, and Lagging, with most brands not in the leader quadrant.
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