In today’s hyper-competitive banking landscape, customer experience (CX) is no longer a differentiator—it’s a core driver of growth, loyalty, and operational efficiency. As digital-first challengers and fintechs continue to raise the bar, banks are under increasing pressure to deliver seamless, memorable experiences across every channel. Yet, while most banks recognize the importance of CX, many still struggle to measure its true impact or to prioritize investments that will move the needle on business performance.
Traditional metrics like Net Promoter Score (NPS) have provided a useful starting point, but they fall short in offering actionable, touchpoint-level insights. Enter the Customer Experience Growth Index (CXGX): a proprietary, data-driven framework developed by Publicis Sapient to help banks rigorously measure CX, link it to business growth, and make smarter, more targeted investment decisions.
The financial services industry is at a tipping point. According to recent studies, 89% of companies now compete primarily on customer experience, up from just 36% a decade ago. In banking, this shift is driven by:
Despite this, most banks still rely on NPS or similar metrics to gauge CX performance. While NPS offers a simple benchmark, it lacks the nuance to identify which specific experiences or channels drive advocacy, retention, or growth. As a result, banks often struggle to connect CX investments to tangible business outcomes.
The CXGX framework was designed to address these gaps. Developed by Publicis Sapient, CXGX provides a rigorous, predictive approach to measuring customer experience and its impact on business growth. It goes beyond NPS by:
At the heart of CXGX is a simple but powerful survey methodology:
By mapping these responses to specific touchpoints, banks gain a granular, actionable view of where their CX excels—and where it falls short.
CXGX is more than a measurement tool; it’s a predictive engine for business growth. Analysis of UK retail banks, for example, shows a strong positive correlation between a bank’s CXGX score and both future usage intention and net customer growth. Banks with higher CXGX scores consistently see greater increases in customer numbers, while those with lower scores are more likely to lose customers.
This predictive power enables banks to move beyond anecdotal feedback and invest in the experiences that truly drive growth.
One of the most powerful features of CXGX is its ability to guide investment decisions at the channel and touchpoint level. By combining CXGX scores with usage data for each touchpoint, banks can:
Practical Example:
CXGX is designed to be actionable at every level of the organization:
By embedding CXGX into their digital transformation programs, banks can:
Banks have long understood the importance of customer experience, but until now, they have lacked a robust, predictive methodology to link CX to business performance. CXGX fills this gap, offering:
As the banking industry continues to evolve, those who adopt data-driven, predictive frameworks like CXGX will be best positioned to deliver the experiences customers demand—and to translate those experiences into sustainable business growth.
Publicis Sapient partners with leading banks worldwide to implement the CXGX framework, helping them unlock new value from their CX investments. To learn more about how CXGX can help your organization prioritize digital transformation and drive measurable growth, contact our team today.
Publicis Sapient is a global digital business transformation partner, helping financial services organizations create and sustain competitive advantage in a rapidly changing world. Our SPEED capabilities—Strategy and Consulting, Product, Experience, Engineering, and Data—enable us to deliver meaningful impact for our clients through reimagining the products and experiences their customers truly value.
For more information, visit publicissapient.com/fs
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