Forrester's New Brand Experience Index: Unlocking Revenue Growth Through BX and CX

In a significant move to help businesses drive growth and leadership, Forrester has unveiled its new Brand Experience Index (BX Index). This innovative tool, combined with the existing Customer Experience Index (CX Index™), enables companies to assess their competitive position and chart a course for success by measuring and improving both brand and customer experience simultaneously.

Forrester's research, based on data from over 313,000 customers and 145,000 prospects across 13 countries and nearly 400 brands in 11 categories, reveals that firms can achieve up to 3.5x revenue growth when brand experience and customer experience are enhanced together. This dual-index approach addresses a critical gap in traditional market analysis by measuring both prospect acquisition (BX) and customer retention (CX), providing a holistic framework for data-driven decision making.

The BX Index complements the CX Index™ by measuring three key components: salience, fit, and trust. Salience gauges how well a brand stands out in the minds of customers and prospects, while fit assesses how well a brand's offerings align with customers' needs and preferences. Trust, on the other hand, measures the reliability, honesty, and transparency of a brand. By focusing on these metrics, companies can create a strong brand experience that drives long-term revenue growth and customer loyalty.

Forrester's growth grid, a snapshot of a company's success in winning and retaining customers, serves as a powerful diagnostic and prescriptive tool for shaping brand and business strategy. By analyzing data from multiple brands and industries, Forrester enables companies to assess their competitive landscape, evaluate the strength of different lines of business, and compare different brands within a portfolio. This comprehensive approach helps businesses identify gaps in their brand and customer experience strategies and prioritize areas for improvement.

For example, in the competitive banking landscape of Singapore, DBS Bank leads with the largest market share and branch presence. However, Standard Chartered and Maybank struggle to win, serve, or retain customers compared with their peers. By comparing their position on the growth grid with their competitors, companies can identify gaps in their brand and customer experience strategies and prioritize areas for improvement.



In conclusion, Forrester's new Brand Experience Index, combined with the existing Customer Experience Index, offers a powerful tool for businesses to drive revenue growth and customer loyalty. By measuring and improving both brand and customer experience, companies can create a seamless, cohesive experience for customers, fostering stronger loyalty, higher lifetime value, and increased revenue over time. This integrated approach also helps brands differentiate themselves in competitive markets, strengthen customer relationships, and ultimately attract and retain a broader customer base. As businesses continue to focus on customer-centric strategies and data-driven decision making, the BX Index and growth grid will be invaluable tools for shaping brand and business strategy in the years to come.