Forrester has released its 2025 Global Customer Experience (CX) Index, and the findings paint a challenging picture. For the fourth year in a row, customer perceptions of CX quality in the US and Canada have declined—hitting a new all-time low.
What’s driving the downturn? According to the report, contributing factors include poor employee experience, fading customer obsession, underwhelming technology rollouts, and broader economic uncertainty.
The report is based on insights from over 275,000 customers, evaluating 469 brands across 12 industries in 13 countries. In the US, 25% of brands saw a statistically significant decline in their CX scores between 2024 and 2025, while only 7% improved. Canada showed a similar pattern: 18% of brands declined, and just 1% made gains. Notably, a quarter of the North American brands that fell in 2025 also declined in 2024, indicating persistent challenges.
You can explore the full findings at Forrester.com.