B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
21%
21% -- share of brands declining cx quality for North America brands (2025)
In North America, 21 percent of brands saw declining customer experience quality according to Forrester's Global CX Index (2025).
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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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier B
https://www.fci-ccm.com/blog/7-customer-communications-management-ccm-trends-to-follow-in-2021/ ↗
Source Article
Top 10 Customer Communication Trends Transforming Businesses
The gap between customer experience leaders and everyone else widened again. Forrester’s most recent Global CX Index (2025) found customer experience quality hitting an all-time low in North America, with only 6 percent of brands improving and 21 percent declining — while separate Forrester research…
Original Research
Forrester
· Original study ↗
Methodology
Forrester Global CX Index
Methodology documented
Segmentation
Industrymarketing
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Plain Text
North America brands: 21% share of brands declining cx quality. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/forrester-cx-index-brands-declining-2025
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<blockquote cite="https://lighthousedata.io/data/forrester-cx-index-brands-declining-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 declining cx quality for North America brands<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/forrester-cx-index-brands-declining-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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