Why Brand Experience and Customer Experience Must Work Together

Enhancing both brand experience (BX) and customer experience (CX) has a multiplicative revenue impact compared to advancing just one of them, according to a study* from Forrester.

The researcher claims to have “clear and compelling evidence” showing that brand experience and customer experience work more effectively together to generate financial value.

Takeaways

• The impact of improving either BX or CX has a 1.5 to 1.6x predicted revenue impact at US direct banks, Forrester reports.
• But when both BX and CX are improved there is a 2.3x predicted revenue impact.
• The same multiplicative effect is observed in other industries, including airlines (2.2x), retail (2.4x), hotels (2.5x), and auto (2.7x).

Why it matters

One might intuitively think that BX and CX ought to be working in tandem but Forrester notes that in many companies these activities continue to be compartmentalized and misaligned; businesses that fail to address this issue are missing an obvious win.

*Brand And Customer Experience Together Power Growth is based on data from Forrester’s 2024 Customer Experience Benchmark Survey; depending on the industry, the base numbers varied between 3,864 and 30,393 US online adults who had interacted with a brand in that industry in the previous 12 months. 

Credit: Forrester, WARC