Forrester Unveils Groundbreaking Total Experience Score to Measure Unified Brand Power and Customer Experience
Paris, France – June 30, 2025 – In a significant development for brand strategy and customer engagement, Forrester, a leading global research and advisory firm, has announced the launch of its innovative Total Experience Score (TXS). This new metric is designed to provide businesses with a comprehensive and actionable way to measure the true power of their unified brand and the overall customer experience they deliver.
The unveiling of the TXS marks a pivotal moment in how organizations approach customer-centricity and brand management. In today’s increasingly competitive marketplace, simply focusing on individual touchpoints is no longer sufficient. Customers expect a seamless, consistent, and positive experience across every interaction with a brand, from initial awareness and purchasing to ongoing support and advocacy. The TXS aims to capture this holistic view, recognizing that the sum of these experiences ultimately defines a brand’s strength and its ability to foster lasting customer loyalty.
The Total Experience Score is built upon Forrester’s deep understanding of customer behavior and its extensive research into the drivers of customer satisfaction, loyalty, and ultimately, business success. By integrating insights across various customer interaction points and internal employee experiences, the TXS offers a unique and powerful lens through which to assess a brand’s performance.
While the specific methodology behind the TXS is proprietary and will be detailed in forthcoming Forrester publications, it is understood to encompass key pillars that contribute to a robust and unified brand experience. These are likely to include:
- Customer Experience (CX): Measuring the quality, ease, and satisfaction derived from customer interactions at every stage of the journey. This encompasses everything from website usability and product performance to customer service responsiveness and issue resolution.
- Employee Experience (EX): Recognizing the crucial link between employee engagement and customer satisfaction. A positive employee experience often translates directly into better customer interactions, as empowered and motivated employees are more likely to deliver exceptional service.
- Brand Perception and Reputation: Assessing how customers and the broader market perceive the brand’s values, promises, and overall standing. This includes elements like trust, perceived quality, and brand relevance.
- Operational Efficiency and Technology Enablement: Evaluating the underlying systems and processes that support the delivery of a seamless experience, ensuring that technology is effectively leveraged to enhance customer journeys.
The introduction of the Total Experience Score empowers businesses with a tangible metric to:
- Benchmark Performance: Understand their standing against competitors and industry best practices in delivering a unified brand experience.
- Identify Areas for Improvement: Pinpoint specific weaknesses or gaps in their customer and employee journeys that are impacting overall brand strength.
- Drive Strategic Decision-Making: Inform investments and initiatives aimed at enhancing customer and employee experiences, with a clear understanding of their potential impact on the TXS.
- Foster Cross-Functional Collaboration: Encourage a more integrated approach to brand management and customer engagement across different departments within an organization.
Forrester’s commitment to providing actionable insights is evident in the development of the TXS. This new score is poised to become an indispensable tool for businesses seeking to build stronger, more resilient brands and cultivate deeply loyal customer relationships in the years to come. The firm will be releasing further details and resources on the Total Experience Score in the coming weeks, providing businesses with the guidance needed to leverage this powerful new metric effectively.
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Business Wire French Language News published ‘Forrester lance le Total Experience Score, un nouvel indicateur pour mesurer la puissance d'une marque unifiée et l'expérience client’ at 2025-06-30 12:59. Please write a detailed article about this news in a polite tone with relevant information. Please reply in English with the article only.