Stuck In The Middle With … Three-Fifths Of Brands Three-fifths of brands are clumped together in the middle range of Forrester’s CX Index. A whopping 81% of brands had stagnant scores this year. Many industry front-runners saw their scores decay. For the fourth year running, no brand made it into the “excellent” category. So what’s keeping brands from achieving excellence? CX teams are often choosing the path of least resistance instead of the path of greatest impact. Brands starting their CX transformation can quickly improve CX quality by tackling low-hanging fruit. But once those obvious fixes are done, CX teams get stuck or have difficulty understanding which projects would have the biggest impact and prioritizing accordingly. What customers once saw as a big improvement becomes par for the course. Differentiation fades away. % 14% of brands achieved 81 a significantly % increased score 5 of brands saw of brands had their scores dip stagnant scores © 2019 Forrester Research, Inc.