B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
21%
21% -- share of brands with declining cx scores for global brands (2025)
21% of brands saw a decline in their Customer Experience scores according to Forrester's 2025 Global Customer Experience Index.
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Lighthouse Research Team
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Evidence graded
Value
21%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier C
https://www.inteliqua.com/cx-in-decline-why-brands-are-failing-their-customers ↗
Source Article
Customer Experience in decline. The reality of 2025.
Customer Experience in decline. The reality of 2025.
Why brands are failing their customers?
The promise is clear: a fast, personalized, and seamless customer experience that builds loyalty and drives growth. Yet, reality tells a different story.
According to Forrester’s 2025 Global Customer Experie…
Original Research
Forrester
· Original study ↗
Methodology
Forrester 2025 Global Customer Experience Index, cited by Inteliqua
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
global brands: 21% share of brands with declining cx scores. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brands-declined-cx-scores-2025
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<blockquote cite="https://lighthousedata.io/data/brands-declined-cx-scores-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>21%</strong> -- share of brands with declining cx scores for global brands<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/brands-declined-cx-scores-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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