2025年全球客户体验状况

10THEDITION

THEGLOBAL

RESEARCH

REPORT

STATEOFCX2025

HowCXtrends,practitionerspending,newtechnologyandcustomerbehaviorsarechangingCX

Broughttoyouinassociationwith

INSIDE

HowAIistransformingoperationsandthechallengesindata

FindingnewwaystolinkCXtobusinessgrowth

Jumptosection

Forewordandabouttherespondents

Conclusion

Thefactorsdrivingcustomerdecision-makingandwhat’sinfluencingtheirbehavior

CXin2025

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

NETWORK

Contentsandtableoffigures

Forewordandabouttherespondents

Figure1.Iam…

Figure2.Whichtitlebestdescribesyourcurrentrole?

Figure3.Whichgeographicregionsareyouresponsiblefor?

Figure4.Inwhichfunctions/departmentsdoyousit?

Figure5.Inwhichindustrydoyouoperate?

page

page

page

page

page

TheimpactoftechnologyonCX

Overcomingthechallengesindata

WithgreatAIcomesgreatresponsibility

GenerativeandagenticAIcantransformengagement

page21

page22

page23

4

4

5

5

6

Gettingtoknowthecustomerof2025

Rethinkingsustainability

Figure11.The10customerbehaviorsthatinfluencedCXplanningfor2025CustomersunderstandAIanddatasecurity

What’sinfluencingcustomerbehavior?

page26

page26

page27

page28

CXandthewiderorganization

Figure12.ThetopstrategicCXaimsfororganizationsin2025

Aligningstrategicaimsandinvestmentpriorities

Figure13.HoworganizationsdescribethematurityoftheirCXmanagementstrategyCXmaturityandbusinessculture

Figure14.ThetopskillspractitionerstrainedtheirworkforceinlastyearSupportingCXandprofessionaldevelopment

page30

page31

page31

page32

page33

page33

CXin2025:AIistransformingoperations

Figure6.Top10trendschangingtheroleoftheCXpractitionerin2025

Figure7.TheCXchallengesinfluencingtheroleofCXpractitionersin2025

HowpractitionersarepreparingforthetopCXtrendsCompetingprioritiesarestillamajorchallenge

Overcomingthechallengesindata

page9

page10

page13

page14

page14

AsnapshotofCXspending

Figure8.AnnualbudgetsforCXmanagementsolutions(US$)AutomationandAI/MLaretopinvestmentpriorities

BusinesscontinuityisbackonthelistofinvestmentprioritiesFindingnewwaystolinkCXtobusinessgrowth

Figure9.InvestmentprioritiesforCXin2025

Jumptosection

Forewordandabouttherespondents

Figure10.The10mostcommonobstaclesforbringingCXinvestmentstolife

page

page

page

page

page

page

15

16

17

17

Conclusionpage39

18

Conclusion

2

19

CXin2025

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

Foreword

Inrecentyears,anend-to-endcustomerexperiencehasbeensuperchargedby

anumberofcutting-edgeAI-poweredtools,whichhaveusheredinaneweraof

capabilityandaccountabilityforcustomer-focusedoperations.Fromjourneydesigntoserviceprovision,CXhaschangeddramatically,butstilltheage-oldproblemsofprovingimpactanddeliveringwhitegloveserviceatscale,remain.

Together,thesetrendshaveheightenedtheimportanceofcustomerdata,whichcan

nowdriveintuitive,personalizedandeffectiveexperiences.Therefore,itcomesaslittle

surprisethatthisneweraofhigh-tech,connectedCXischangingboththeroleoftheCXpractitioner,andthebehaviorofcustomers.

TheGlobalStateofCX2025isbasedonthefindingsofCXNetwork’sGlobalStateof

CXsurvey,completedby353CXpractitioners,serviceleaders,experiencedesigners,

analystsandconsultantsfromaroundtheworld,betweenOctoberandDecember2024.

The10theditionofCXNetwork’sGlobalStateofCXexaminesthetopCXtrendsand

challenges,customerbehaviors,budgetallocationsandtechnologiesshapinganend-to-endcustomerexperience.Itlooksathowthosewhoworktodesign,enhanceand

manageexperiencescandrivemoreimpactfulandmeasurableresultsandexplainshowtotakeactioninyourorganizationtoembracethebiggesttrendsandmitigatethemostsignificantrisks.

Withanalysisandguidancefromapanelof15practitioners,consultantsandbusiness

ownersaroundtheworld,thiseditionoftheGlobalStateofCXprovidesCXcommunitiesinallmarketswithinformationonhowtheirpeersandcompetitorsareapproachingCX,investingforsuccessandharnessingmajordevelopmentstodrivetherecognitionand

successoftheCXfunction.

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

CXin2025

Conclusion

3

Forewordandabouttherespondents

NETWORK

Abouttherespondents

CXNetwork’sannualGlobalStateofCXsurveyallowsournetworkmemberstosharetheirobservationsandexperiencesonthetrends,techdevelopments,customerbehaviorsandspendingprioritiesshapingtheir

workandtheirabilitytodeliversuperiorcustomerexperiencesinthecurrenttradingenvironment.

The2025GlobalStateofCXResearchReportisbasedonthefindingsofourGlobalStatesurvey,completedbyournetworkmembersbetweenOctoberandDecember2024.Thisyear,thesurveywascompletedby353CXpractitioners,serviceleaders,experiencedesigners,analysts,authorsandconsultantsfromaroundthe

world.TheirresponsesprovidetheentireglobalCXcommunitywithabenchmarkforCXdevelopmentandmaturity,aswellasanalysisofthetrendsandchallengesdefiningthespace.

Tocontextualizethefindingsinthe2025report,thissectiondetailsthelocations,departments,seniority

andjobfunctionsofthesurveyrespondents.Pleasenotethatduetoroundingthroughoutthisreport,somefiguresmaynottotal100percent.

12%

Anindustryanalyst,

researcher,commentator,

author/blogger

88%

Figure1

Iam…

Acustomerexperience,

service,insight,digital,

data,AIormarketing

practitioner

Forewordandabouttherespondents

Forewordandabouttherespondents

CXin2025

Source:CXNetworkGlobalStateofCXSurvey,October-December,2024

Figure2

Whichtitlebestdescribesyourcurrentrole?

C-suitelevel

12%

SVP/VP

10%

Director

23%

Head

16%

Manager

27%

Analyst

11%

0%50%

Conclusion

4

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

NETWORK

NETWORK

Figure3

Whichgeographicregionsareyouresponsiblefor?

12%

8%

8%

15%

6%

Europe/UK

NorthAmerica

37%

CentralandSouthAmerica

Asia

4%

MiddleEast

Asia-Pacific

1%

Global

Africa

2%

Iamresponsiblefor

multipleregions/adifferentcombinationofgeographies

Myresponsibilitiescoverasingle

country/state/location,butnot

5%

3%Other

anentireregion

11%

3%

3%

32%

3%

2%

4%

4%

11%

6%

3%18%

Inwhichfunctions/departmentsdoyousit?

50%

1%

Figure4

ArtificialIntelligence(AI)

Contactcenter/CustomerserviceCRM

ComplaintmanagementCustomerexperience(CX)Digitaltransformation

Datainsightsandanalytics

Executiveteam/C-suite

IT,tech

MarketingandmarketresearchOperations

Productmanagement

Isitacrossmultipledepartments

Forewordandabouttherespondents

Forewordandabouttherespondents

CXin2025

Conclusion

5

Source:CXNetworkGlobalStateofCXSurvey,October-December,20240%

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

NETWORK

Figure5

Inwhichindustrydoyouoperate?

Outsourcing/

12%

9%

2%

10%

1%

6%

5%

4%

Banking,financialservices,insurance

Telecoms/Wifi/

Healthcare

Technology

Automotive

Education

ITandtech

professionalservices

mobile/broadband

Government/

3%

5%

10%

4%

3%

1%

4%

3%

Travel/hospitality

Media/publishing/

Industrial

Utilities

Manufacturing

Fintech

Retail/ecommerce

publicsector

entertainment

1%

1%

2%

1%

1%

3%

10%

Luxurygoods

RealEstate/property

Electronicgoods

Gaming

FastMovingConsumer

Transport

Other/multiple/

unidentified

Goods(FMCG)

Forewordandabouttherespondents

Forewordandabouttherespondents

CXin2025

Conclusion

6

Source:CXNetworkGlobalStateofCXSurvey,October-December,2024

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

Asnapshotof

Theimpactof

Gettingtoknowthe

CXandthe

CXspending

technologyonCX

customerof2025

widerorganization

CXin2025

Conclusion

7

Aboutthe2025analysts,、coveo"

TosupportouranalysisoftheGlobalStateofCX2025survey,CXNetworkinterviewed…

NETWORK

RalucaBerchiu

founderandCEOof

CXM|Strategic

DebasmitaDas

manager,datascientist

Mastercard

AnnetteFranz

CEO

CXJourneyInc.

ClaireCunningham

nationalCXmanager

Coles

&M

csmart

ClaireHill

customeroperationsdirector

TravelCounsellors

AymenIsmail

headofcustomer

engagementsolutions

smartEuropeGmbH

EkaterinaMamonova

globalheadofbrokerproposition

LibertySpecialtyMarkets

DominikOlejko

retailanddataspecialist

H&M,IKEAandDecathlon

Heartofthecustomer

Da

JimTincher

CEOandfounder

HeartoftheCustomer

JaslyinQiyu

founder

MadAboutMarketingConsulting

AshleyGarst

seniorcontentmanager,Knowledge

Coveo

MusaHanhan

founderandmanagingpartner

Xperiente

JaakkoLempinen

chiefcustomerandportfolioofficer

YleFinland

RekhaWeerasooriya

headofpeoplecapabilityinthegrouppeopledivision

AxiataGroup

OurintervieweesareCXprofessionalsinmajororganizations.Theiranalysisinthisreportdrawsontheirexperienceattheseorganizationsandothers.

Forewordandabouttherespondents

Forewordandabouttherespondents

2025

CXIN

AIistransformingoperations

INSIDETHISSECTION

HowpractitionersarepreparingforthetopCXtrendsCompetingprioritiesarestillamajorchallenge

Overcomingthechallengesindata

Figure6.Top10trendschangingtheroleoftheCXpractitionerin2025

Forewordandabouttherespondents

AsnapshotofCXspending

CXin2024

CXin2025

Conclusion

8

Figure7.TheCXchallengesinfluencingtheroleofCXpractitionersin2025

Theimpactof

Gettingtoknowthe

CXandthe

technologyonCX

customerof2025

widerorganization

CXin2025:AIistransformingoperations,、coveo"

NETWORK

In2024,theavailabilityofnewandmoresophisticatedtoolselevatedtheimportanceofartificialintelligence

(AI)inCXand,forthefirsttimesincestartingourGlobalStateresearchin2016,AIdominatedthetop10trends

(seeFigure6).Thiscontinuedin2025.Whenweasked

practitionerstoselectthethreeCXtrendshavingthe

mostimpactontheirworkfromalistofmorethan20

choices,AIandAI-relatedtechnologiescomprisedsixofthetop10responsesandreplaceddataandanalyticsinthetopspot.

FollowingtherecentarrivalofagenticAIandcopilots,thetoptrendemergedasAI-poweredtechnologiesforoperations,selectedby35percentofrespondentsandupfromsecondplacein2024.

Tiedinsecondplace,generativeAIchatbotsand

virtualassistants,andcustomerloyaltyandretention

bothreceived25percentofthevote.Automation(23

percent)tookthefourthspotandconversationalAI

chatbotsandvirtualassistants(21percent)emergedas

thefifthmostselectedresponse.Aswesawin2024,onlytwoofthetop10responseswerenotdirectlyrelated

totechnology:customerloyaltyandretention,andemployeeexperience

CompaniesmustbestrategicandthoughtfulaboutapplyingAIratherthanjumpingonthebandwagon,advisesAshleyGarst,seniorcontentmanager,

KnowledgeatCoveo.

Figure6

Top10trendschangingtheroleoftheCXpractitionerin2025*

AI-powered

GenerativeAI

Customerloyalty

Automation

ConversationalAI

GenerativeAI

Dataand

Employee

DigitalCX

Self-service

technologiesfor

chatbotsandvirtual

andretention

chatbotsandvirtual

formarketing/

analytics

experience

operations

assistants

assistants

hyper-personalization

Top10trendschangingtheroleoftheCXpractitionerin2024*

Dataand

AI-powered

Automation

Customerloyalty

GenerativeAI

ConversationalAI

DigitalCX

Employee

GenerativeAI

Self-service

analytics

technologiesfor

programs

chatbotsandvirtual

chatbotsandvirtual

experience

formarketing/

operations

assistants

assistants

hyper-personalization

Source:CXNetworkGlobalStateofCXSurvey,October-December,2024/*Respondentswereaskedtoselectthreechoices.

Conclusion

Forewordandabouttherespondents

AsnapshotofCXspending

TheimpactoftechnologyonCX

Gettingtoknowthecustomerof2025

CXandthe

widerorganization

CXin2024

9

CXin2025

NETWORK

“BeforejumpingintotheAIcraze,weadvisethat

companiestakeastepbackandmakesurethat

they’reinvestinginthefundamentals—datacleanlinessandreadiness,centralizingaccesstoknowledge,

choosingastarterusecasewheretheycanquickly

createaproofofconceptthatvalidatesadditionalAIapplicationthroughoutthecompany—neededtotrulyleverageethicalandimpactfulgenerativeAI,aswellasagenticAI,”saysGarst.

Forthoselookingforanentrypoint,shesuggests

enterprisearchitecturelikeaunifiedsearchplatformbecauseitcouldprovideacollectionof“relevant

knowledgethat’ssurfacedvianotjustkeywords,butalsohistoricalcontextualsignalsfromsimilarsearchersandreal-timebehaviorlikeclicksandengagement.”

“Whetheryou’reunifyingdisparatesystemsjustwithinonedepartment,oracrossanentireorganization,

searchindices,retrievalabilitiesandrankingfactors

canhelpsearchersacrossallaudiencesquicklyfind

whattheyneed,”saysGarst.“Inourconversations

withprospectsandcustomers,manycompanieslackacentralizedwaytoquicklysourcecrucialknowledge.Whatmightbesurprisingisthatsearchdoesn’tjust

augmenthumanexperiences,itcanalsoenhanceCXtechnologieslikegenerativeAIandagenticAI.Afterall,AIisonlyasgoodasthedataitcanaccess.”

Figure7

TheCXchallengesinfluencingtheroleofCXpractitionersin2025*

36%

33%

25%

16%

16%

13%

12%

10%

10%

9%

Competingpriorities

Buildingacustomer-firstculture

AligningbusinessobjectiveswithCXinitiatives

Creatingactionableinsightsfromdata

LinkingCXinitiativestoROI

Siloedcustomerdata:Incompletecustomerprofiles,disconnectedcustomerexperiences

Inflexibleprocesses

Insufficientcustomerdata

Gainingseniormanagementbuy-in

Managingcustomerdata

0%50%

*Respondentswereaskedtoselectthreechoices

Source:CXNetworkGlobalStateofCXSurvey,JanuarytoFebruary,2024

Conclusion

Forewordandabouttherespondents

AsnapshotofCXspending

TheimpactoftechnologyonCX

Gettingtoknowthecustomerof2025

CXandthe

widerorganization

CXin2024

10

CXin2025

NETW·RK

Takingthisapproachhasalreadybroughtsuccesstosome,sheadds.ItallowsforspeediergenerativeAI

andagenticAIadoption.Asaresult,thoseeasingintotransformationandbeingstrategichaverealizedgainsinself-service,casedeflectionandproductdiscoverythatleadstogreaterconversionrates.

SeniorCXexecutiveandretailexpertDominikOlejko,

whohasworkedforH&M,IKEAandDecathlon,says

theprominenceofAIinthetop10mostselected

responsessignals“afundamentalshiftinhowbusinessesenhancecustomerexperience”asAIbecomes“the

backboneofscalable,efficientandhyper-personalizedCXstrategies”.

“In2025andbeyond,AI-drivenCXwillshiftfrom

experimentationtoexecutionatscale,”OlejkosaysandthiswillseeAIagentsevolvefrombasicautomation

toolsintoproactive,context-awareassistantsthatcananticipateissuesandpersonalizeinteractionsinreal

timetoprovide“seamlessomnichannelsupport”.This

willenhanceresolutionspeedandaccuracy,andfree

humanagentstofocusontasksthatdemand“creativity,problem-solvingandemotionalintelligence”.

However,thisshiftwillbringchallenges,amongthem

howtobalanceautomationwithahumantouch.OlejkosaysthemostsuccessfulbrandswilluseAInotasa

replacementbutasanenabler,“equippinghuman

agentswithdeeperinsightsandbettertoolstoenhancecustomerinteractions”.Furthermore,theharmony

betweenhumanandmachinewilldemandtransparencyandstrictgovernancetoensureethicalAIusageand

preservecustomertrust.

“AIcandriveefficiency,butlastingloyaltyisbuilton

trust,empathyandmeaningfulengagement.In2025

andbeyond,thebrandsthatwinwillbethosethat

mastertheartofblendingAI-drivenintelligencewith

humanintuition,deliveringexperiencesthatarenot

onlyefficientbutalsodeeplypersonal,trust-drivenandaboveallhuman,”Olejkosays.

DebasmitaDas,manageranddatascientistfor

MastercardsaystheprominenceofAIinthetoptrendsshowsitisevolvingtobecome“thecoreenablerofvaluecreation”.However,itsroleinmanagingandutilizing

unstructureddataisalsoimportant.

“OrganizationswillstartconsideringAIasthenucleusdrivingbusinessoperations,strategicobjectivesanddecision-making.Infact,effectiveAIintegrationandadoptionmaybeakeycompetitivedifferentiator,”

shesays.“TheabilityofAItomanageandutilize

unstructureddatatookabackseatuntilrecently.AI

holdsimmensepotential,however,manyorganizationshaveyettoimplementthenecessaryframeworksto

structureandcapitalizeeffectively.Businessesare

alsorefocusingandadoptingcomprehensivedata

governancestrategiesaroundsuchunstructureddata,”shecontinues.

AlthoughAIanddataareinextricablylinked,asa

trend,dataanalyticsdroppedfromfirsttoseventh

mostselectedresponseforpractitionersin2025.Dassaysthatthisresult“doesnotindicateadecreaseinitsimportance,ratherashiftinperception”.

“CXisevolvingfasterthan

everandembracingnewtrendsandstayingaheadofthecurveisnotjustanexcitingchallenge–it’sessential.”

ClaireHill

CustomeroperationsdirectorforTravelCounsellors

Conclusion

Forewordandabouttherespondents

AsnapshotofCXspending

TheimpactoftechnologyonCX

Gettingtoknowthecustomerof2025

CXandthe

widerorganization

CXin2024

11

CXin2025

NETW·RK

“Organizationshaveinvestedprofuselyinextensivedatainfrastructuresoverthelastfewyearsandtoday,data-drivendecision-makingisastandardpractice.However,thefocushasnowshiftedtohowAIisextractingvaluefromdata,”sheexplains.

Oneexampleisthe2009releaseofApacheSpark,

designedtomeetNetflix’srisingdataprocessing

requirements.“Fastforwardtotoday,Netflixcreatesandprocessesdataonanexponentiallylargerscale.Thisisjustoneexamplethatillustratesthefastgrowthindatavolumesacrossindustries.Thus,eventhoughnewer

technologiesareattheleadingedgeofinnovation,

theworldisstillcompletelyrelianton‘gooddata’.AImodelscannotworkeffectivelywithouthigh-qualitydata,highlightingtheneedofdatamanagementandgovernance,”Dassays.

CASESTUDYONE

There’snoquestionthatdataanalyticsisstillapriority,andAIcanenhanceboththespeedandcapabilityforturninginsightsintoaction.Forexample,Forexample,SalesforcechosetheCoveoAI-Relevance™Platformtohelpunifyfragmentedsystems.

Thepartnershipaimstotransformcustomerservice,

withCoveocontextualizingvastamountsofcontentfor

interactionsusingbehavioralrelevanceandSalesforcedata.

“In2025andbeyond,thebrandsthatwinwillbethosethatmastertheartofblendingAI-drivenintelligencewithhumanintuition,deliveringexperiencesthatarenotonlyefficientbutalsodeeplypersonal,trust-drivenandaboveallhuman.”

DominikOlejko

Forewordandabouttherespondents

AsnapshotofCXspending

CXin2024

CXin2025

Conclusion

12

SeniorCXexecutiveandretailexpert

Theimpactof

Gettingtoknowthe

CXandthe

technologyonCX

customerof2025

widerorganization

NETW·RK

HowpractitionersarepreparingforthetopCXtrends

Areal-lifeexampleofapplyingthispartnershipcomesfromXero,aSaaSproviderthatintegratesCoveo’s

RelevanceGenerativeAnsweringwithSalesforceCloud.ThisledXerotoreducecasesrequiringliveassistance

by22percent.Infact,morethan95percentofqueriesarenowresolvedwithself-service,acomponentof

supportthatistrendingwithcustomerslookingforgreaterefficiencyandresponsiveness.

Inaddition,DellInc.usesCoveo’sintentboxacrossfiveusecases—oneofwhichisitssupportportal,usedbymultilingualandmultiregionalaudiences.

Theservicepagedrawsfrommanysources,

includingSalesforceknowledge,communityforumsanddriverlibrariestogenerateresponses,evenforcomplexissues.

Othersarealsoseeingpositiveresults.F5Networks,

anetworksecuritycompany,deployedtheCoveo-

Salesforcepartnershipandsawdouble-digit

improvementsinself-service.Similarly,Forcepoint

experienceda60percentincreaseincasedeflectionafterimplementingCoveo’sgenerativeanswering

withinitssupportservice.Theseexamplesdemonstratehoworganizationsarerespondingtoincreasing

expectationsamongcustomers.AI’sriseanddata’sdeclineinthesurveyresultsarenotindicativeoftheimportanceofcustomerinsightsinthisnewera—AIisrelevanttobigdata.

“DatawithoutAIisworthlessandAIwithoutdataispointless,”saysBalaSubramanian,headofServiceCloudProductManagementatSalesforce.

Onhowpractitionersarepreparingforthesetrends

themajority(64percent)saidtheyarefacilitatingteamtrainingandskillsdevelopment.Thiswasfollowedby

investinginnewtools(54percent),collaboratingwithnew/differentdepartments(46percent),conductingmarketresearchandcompetitoranalysis(39percent)andrecruitingforspecificskillsets(27percent).

ClaireHill,customeroperationsdirectorforTravel

CounsellorsandaCXNetworkAdvisoryBoardmember,saysthatasAIplaysanever-greaterroleinCXTravelCounsellorsisembracingthefuturebyfocusingonskillsdevelopment,collaboration,responsibleAIutilization

andbuildingstrongerconnectionsacrossdepartments.

Supportingallofthisistherealizationthatthepersonaltouchremainsessentialandseamlesscollaboration

betweenhumansandmachinesiskey.“CXisaboutpeople,bothcustomersandemployees,”Hillsays.

“CXisevolvingfasterthaneverandembracingnew

trendsandstayingaheadofthecurveisnotjustan

excitingchallenge–it’sessential.Sharinglearnings

andexpertiseisakeypartofourroleaspractitioners,enablingustoshapehowCXshouldlookintheyearstocome,”Hillexplains.

“Ifexecutivesaren’talignedacrosstheorganization,theeffortwillfeelandbedisjointed.”

AnnetteFranz

CCPX,FounderandCEOofCXJourneyInc

CXin2025

Forewordandabouttherespondents

AsnapshotofCXspending

TheimpactoftechnologyonCX

Gettingtoknowthecustomerof2025

CXandthe

widerorganization

CXin2024

13

Conclusion

NETW·RK

ToembracetheAItrendsoutlinedinFigure6,Hillsays

ethicalAIpracticesareamust.AtTravelCounsellors,CXleadersareproactivelyaddressingtherisksthatAIbringsbyimplementingrobustpreventativemeasuresand

keepingdatasafe.Tostrengthenefforts,theyarealso

appointingAIsubjectmatterexpertstocomplementthenewskillsbeingcultivatedwithinteams.

Elsewhereinthe2025results,77percentofpractitionerssaidtheneedtocollaboratewithdepartmentsbeyondCXhasincreasedinthelast12months,andthisisalsoessentialwhenleveragingthetopCXtrends.AtTravelCounsellors

customerteamsarebuildingstrongerconnectionsacrossdepartmentsincludingmarketing,ITandHRtobreakdownthesilosthathavebeenknowntoholdtrulyconnected,end-to-endCXbackinsomanyorganizations.

“Together,werecraftingseamless,customer-first

strategies.Dataplaysacriticalrolehere,allowing

ustoanticipatecustomerneedsandaddressissues

proactively.Byembeddingpredictiveanalyticsintoourself-serviceplatforms,weretransformingexperiencesfromgoodtogreat,”sheexplains.

Finally,amindsetofcontinuouslearningand

experimentationisalsobeingfosteredandthe

developmentobjectivesaroundembracingAIandbuildingapracticalunderstandingofit,havecomedirectfromleadership.“Fromfosteringinnovationto

investingincutting-edgecertifications,werestayingcuriousandadaptable.Afterall,itsnotjustabout

automationitsaboutbalancingtechnologywiththehumantouch.ThatshowwellleadthewayinCXfor

2025andbeyond,”Hillsays.

Competingprioritiesarestillamajorchallenge

Handinhandwiththemostinfluentialtrends,end-to-endCXalsofacesanumberofchallengesin2025.InpreviousyearsthetopchallengeshaveconcernedthealignmentofCXwiththewiderobjectivesofthebusiness,linkingCXinitiativestoROIandmanagingcompetingpriorities.

Thisyearsawacontinuationofthesetrendswith

competingprioritiestoppingthelistforthethird

consecutiveyear(selectedby36percentofrespondentsin2025).Thiswasfollowedbybuildingacustomerfirst

culture(33percent)andaligningbusinessobjectivesandCXinitiatives(25percent,seeFigure7).

AnnetteFranz,CCPX,founderandCEOofCXJourney

Inc,saystheconceptofcompetingprioritiesis“baffling”.Sheexplains:“Whatcouldpossiblycompetewiththe

foundationorthepurposeofyourbusiness,i.e.yourcustomers?Whatbusinessinitiativecouldyoubeconsideringthatdoesntimpactthecustomer?”

Suchlaserfocusonthecustomeriscentraltoacustomerfirstculture,thesecondmostselectedchallengefor

respondentsin2025.Onhowtoovercomethisbarrier,Franzsaystherearethreekeyareaspractitioners

shouldfocuson:securingexecutivecommitment

andalignment,overcomingresistancetochangebyexplainingwhatsinitforme?(WIIFM),andsharingcustomerinsightsacrosstheorganization.

Sheexplains:“Withoutthat[executive]commitmentforthetime,financial,humanandcapitalresourcestotransformthewaythingsarecurrentlydone,it

wonthappen.Andifexecutivesarentaligned

acrosstheorganizatio