Customer experience quality hits new low in US as design loses boardroom influence
In 2025, customer experience quality in the U.S. reached its lowest point in four years of continuous decline, as reported by Forrester. Between 2024 and 2025, 25% of brands experienced notable decreases in their experience quality, whereas only 7% managed to improve. According to a CEO survey by Gartner, customer experience ranked second to last in priorities for 2023 and 2024, with growth taking the top spot. This decline is linked to an emphasis on efficiency over experience, ineffective design thinking in demonstrating ROI, and cuts in design and UX teams. Notably, companies such as Apple, Airbnb, IBM, and Nike have proven that design-led strategies can lead to success. Forrester also highlights reduced employee engagement as a significant factor in the drop in customer experience quality.
Key facts
- Customer experience quality in the US fell to a new low in 2025, fourth consecutive year of decline (Forrester).
- 25% of brands had significant losses in experience quality in 2024-2025; only 7% improved.
- Gartner CEO survey: customer ranked second to last among top ten business priorities in 2023-2024; growth ranked first.
- Design lost boardroom influence due to efficiency prioritization, ROI failure of design thinking, and tech boom overhiring.
- Apple, Airbnb, IBM, and Nike are cited as design-led success stories.
- Airbnb CEO Brian Chesky took personal ownership of customer experience post-pandemic.
- H-E-B ranks among highest-rated US retailers for customer experience, uses Cart to Home team and empowers store managers.
- Costco's membership fees generate over half of net operating income; decisions driven by cost reduction and savings for members.
- Phil Gilbert grew IBM's design team from a handful to over 1,600 professionals.
- Forrester links lower employee engagement to declining customer experience quality.
Entities
Institutions
- Forrester
- Gartner
- Apple
- Airbnb
- IBM
- Nike
- H-E-B
- Costco
- Design Management Institute
- McKinsey
- DesignObserver
Locations
- United States
- Texas