Forrester’s 2026 Total Experience Rankings Show Mixed Global CX Performance
Event summary
- Forrester’s 2026 Global Total Experience Score rankings evaluated 375 brands across Asia Pacific, Europe, and North America, with 41% improving scores and 3% declining.
- The Total Experience Score combines Customer Experience (CX), Brand Experience (BX), and the new Employee Experience (EX) indices.
- North America saw the most improvement (53% of brands), while Asia Pacific results were uneven, with declines in Singapore.
- Europe’s brands remained mostly stable, with 17% increasing Total Experience Scores and none decreasing.
- Forrester introduced the EX Index to measure the impact of employee experience on overall brand performance.
The big picture
Forrester’s 2026 rankings highlight the growing importance of integrating customer, brand, and employee experiences to drive business performance. The introduction of the EX Index underscores the strategic shift toward holistic experience management, as companies seek to align internal and external perceptions to fuel growth. The regional disparities in performance suggest that localized strategies may be necessary to maximize the Total Experience Score’s impact.
What we're watching
- Regional Disparities
- Whether North America’s strong performance can be replicated in other regions, particularly Asia Pacific, where results were uneven.
- EX Index Impact
- How the new Employee Experience Index will influence future Total Experience Scores and brand strategies.
- Revenue Multiplier
- The pace at which brands can leverage the Total Experience Score to drive higher revenue, retention, and customer value.
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