Forrester's Customer Experience Index (CX Index™) is designed to measure the quality of customer experiences, assess customer loyalty, determine which drivers have the biggest influence on customers' perceptions of CX quality, and provide a CX benchmark. The CX Index annual benchmark surveys are fielded each year during Q1 and Q2. Results are based on a survey of 11,208 US online customers (18+) who interacted with a specific government agency within the past 12 months. This methodology gives brands the data and insights they need to not only assess their CX quality but to understand how CX impacts loyalty intentions and prioritize improvements.
The current CX Index methodology has been used for over seven years. The CX Index survey measures CX quality, customer loyalty, CX driver performance, and several other factors about the experience and the customer. The CX Index algorithm models the relationship between CX quality and customer loyalty. Because loyalty dynamics vary by industry, the CX quality metrics are weighted in the algorithm based on how much impact they have on loyalty in each industry per market (the Federal Government sector is counted as a distinct industry).
CX Index survey respondents self-identify as a current customer who has directly interacted with selected brands in the past 12 months. If respondents qualify for multiple brands within an industry, they are randomly assigned to only one brand within that industry. Respondents are asked questions about the experiences they have had with an assigned brand. The CX Index algorithm is applied to each respondent’s answers to calculate a CX Index score. A company’s/agency’s CX Index score is the average of CX Index scores given to the brand by each of its customers in the survey sample.
It has been a policy across administrations that federal agency service delivery should be benchmarked against the best customer experience provided in the private sector (see, e.g., Executive Order 12862 (“[t]he standard of quality for services provided to the public shall be . . . the highest quality of service delivered to customers by private organizations providing a comparable or analogous service”); Executive Order 14058, (agencies must “benchmark customer service performance against the best customer experience provided in the private sector”); PMA Priority 2 Opportunity Statement (“The Federal Government must deliver a simple, seamless, and secure customer experience, on par with or more effective than leading consumer experiences.”).
OMB has not yet identified an index that is perfectly able to compare both public and private industries that can account for differences in constraints between private and public service delivery. In addition, we cannot verify the sample characteristics of Forrester’s survey as the Federal government itself is not administering this index, and are using this score as a limited directional benchmark.