Summary
Forrester’s new Total Experience Score, Brand Experience Index (BX Index™), and Customer Experience Index (CX Index™) scores for seven Spanish banks reveal that while CX has continued to improve, the industry hasn’t yet translated these gains into stronger brand perceptions and trust. We also identify the key drivers of BX and CX, the top levers of trust, and the emotions that most affect brands’ ability to win and serve customers. CX, marketing, and digital business leaders can use these findings to understand their market dynamics and how to improve customer loyalty.
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