Forrester Research Inc. has released its 2025 Global Customer Experience Index (CX Index™) rankings, highlighting significant challenges in the customer experience landscape. According to the report, 21% of brands experienced a decline in CX scores, 6% showed improvement, and 73% remained unchanged. North America faced an all-time low in CX quality, while Europe saw some advancements and Asia Pacific struggled with widespread brand losses. The analysis indicates that issues such as weaker employee experiences, diminishing customer obsession, poor tech implementations, and economic volatility are contributing to the widening gap between intended and actual customer experiences. Forrester's study examined the perceptions of over 275,000 customers across 469 brands in 12 industries and 13 countries. The findings underscore the importance for brands to enhance their customer experience strategies to curb the decline in loyalty and improve their market position.