Forrester has published its US 2018 Customer Experience Index (CX Index) rankings, confirming that US brands remain mediocre when it comes to providing quality customer experiences. No brand has risen to the top of Forrester's rankings and continued to improve - a clear indication that US brands are lacking a CX leader for the third straight year. This article is copyright 2018 The Best Customer Guide.

Based on a survey of more than 110,000 US online adult consumers, Forrester's CX Index measures and ranks nearly 300 US brands across 19 industries to identify how well a brand's customer experience strengthens the loyalty of its customers. 2018 findings include that brand level gains and losses were a wash, and more industry rankings fell than rose since last year. Additionally, emotion has a bigger impact on brand loyalty than effectiveness or ease of the experience in every industry.

Forrester's CX Index reveals the brands that are recognized as best-in-class - firms that are in the top 5% of CX quality across industries in their regions. Navy Federal Credit Union topped the 2018 best-in-class list, with the following companies in the top 5% group of brands (in alphabetical order): Boost Mobile, Cricket Wireless, Edward Jones, Home Shopping Network (HSN), Huntington National Bank, Lexus, Mercedes-Benz, MetroPCS Communications, QVC, Trader Joe's, USAA, and Zappos.com.

"Though brands are catching on to the fact that high quality customer experience correlates with business growth, it's alarming that progress on improving CX has stalled for the third year in a row," Forrester Chief Research and Product Officer Cliff Condon said. "It proves that many companies don't fully understand what matters most to their customers, but to achieve CX success, they must discover and focus on those drivers first. Forrester knows that positive emotions are instrumental in boosting customer loyalty - for example, among digital retail customers who feel valued, 92% plan to stay with the brand and 88% will increase their spending. Firms that focus on improving the aspects that matter to customers - and in turn drive revenue - will close the CX leadership gap."

More information about the index has been published here: http://forr.com/cxindex