New Forrester Metric Connects CX and Brand Experience

Technology researcher Forrester has launched the Total Experience Score, a new metric that integrates its existing CX Index and a new Brand Experience or BX Index, to generate a single score that reflects how both non-customers and customers perceive a brand.

Forrester says its own research indicates that companies achieve faster growth when they align their brand promise with the experiences they deliver across both customer and non-customer segments. Brand experience (BX) and customer experience (CX) are therefore interconnected, and companies need 'a harmonized framework that evaluates both experiences in tandem.'

The new tools are accessible within the Forrester Decisions portfolio of research services. The company analyzed the performance of 413 brands across ten industries and thirteen countries based on how more than 360,000 consumers perceived them, using this to determine brands' position on the BX Index and CX Index; and maps companies' relative success in both winning and serving customers on a 'growth grid'.

'Driving growth requires a dual focus,' comments Keith Johnston (pictured), Group Research Director at Forrester' - shaping brand perceptions that inspire consideration and loyalty and strengthening them through consistent, customer-centric experiences. 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.'

The firm is online at www.forrester.com .