2026年全球体验之声调研报告

2026wehavelaunchedthefourthedition

ofourIps

osstudy,GlobalvoicesofExperience2026,which

analysesthe

opinions

ofcx

andEX

professionals

aroundtheworld.Thisstudy

diagnosesthecurrent

state

of

experiencemanagement,

identifies

priorities

and

criticalchallenges,and

forecasts

future

directions,includingtheevolving

role

ofAl.For

moreinformationcontact:

如+

13

click

on

animageto

take

you

to

relevant

section

of

there

port©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

4oforganisationsagreetheyconsistentlydeliver

cst

omerexperiencesaligned

withtheirbrandpromisesource:

IPS

OS

Global

voices

of

Experience2026自自Eachcustomer

only

experiencesonebrand,butinternally

were

organised

in

silos,

that'sthechallenge

when

youwantaconsistent

experience.BelgiumlBanking自自cx

operates

attheenterpriselevel-it'sasharedresponsibility

across

all

departments,

not

justone.cx

department'sroleis

primarily

tolead

andover

see

cx

initiatives

within

business.

vietnam

f

insuranceHowwouldyoudescribethecurrentgovernancestructureforcustomerExperience(cx)withinyourorganisation?

Base:417respondentsThereisformalcxgovernancewithclearlinesofresponsibilityandaccountabilityThis

iscx

governance

butwith

no

clearlinesof

accountability

Leading

practised

Foundationalsource:

IPS

OS

Global

voices

of

Experience2026Thereis

no

cx

governance自自weff

never

be'done'cxis

perpetual

adaptation,

with

newexpectationsandtechnologiesalways

coming.Francel

Insurance©

Ipsos

|

GlobalVoices

of

Experience

2026|

Public|Version#1

8

9%8%

19%25%34%6%9%20%20%

28%11%12%7%18%24%

26%18%7%

A

big

decline

A

small

decline

No

significant

change

A

small

improvement

A

big

improvement

Don’t

knowsource:

IPS

OS

Global

voices

of

Experience2026financialimprovement

than

foundational

Q8

|How

wouldyoudescribe

thegeneraltrend

of

Financialperformance?Base:417

respondents©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

PublicFoundationalpractisedLeading9自自integrationisthenextfrontier

cx

and

ux

and

cx

andEX

allworkingtogether.chile

IRetail©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

10本报告来源于三个皮匠报告站（）,由用户Id:349461下载,文档Id:1156398,下载日期:2026-03-16Tospeedup,

we'rebroadeninggovernance,creating

acx

programme

withaco

rete

amandadedicatedcommittee

of

regional

cEo

sassponsors.

withoutthat,it'snotsustainable.France

l

Insurance山6%61%Make

governance

strong

andintegrate

data

to

turn

cxinto

agrowth

engine©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

1247%26%Therelationshipbetween

kpISandbusinessresultshasnot

been

explicitly

evaluated20%自自wehave

greatdata,buttoomany

slidedeck

sendupina

drawer.Insightsshould

movepeopleintoaction.Belgium

I

Bankinghighlighting

the

shift

still

needed

from

intuition

to

predictionvalidation

throughinternal

dataanalysis,e.

g.,simplecorrelation,before/after

comparisons,orcohort

analysis

withclear

quantitative

evidenceHigh

validation

through

advancedstatisticalmodels,

such

asregression,

multivariable

analysis,orspecific

techniqueslikeRoc

xl7%Informal

evidencebased

ontheexperience

or

perception

ofleadersor

teamsTowhatextentarekpIscorrelatedwithfinancial

or

operational

metrics?

single

choice

Base:533respondents©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public14自自weneedto

turnsurvey

dataintoROIlinked,actionableoutputsratherthan

dashboards.UAEIBankingsource:

IPS

OS

Global

voices

of

Experience2026Cx-linkedRolRelationalmetrics

operational

metricsworkshops

toembed

customer

centric

culturewhich

of

the

following

is

part

of

your

customer

experience

ecosystem?

Base:533respondentsworkshopsaddressexperiencegapsuse

of

simulated

oranonymouscustomers©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Publiccustomer

journey

studiesTransactional

studies15自自weworry

there

arethingswe're

missingbecause

we

don'tknowhowtomeasurethem.…Theremightbea

gold

mineof

cx

we'renot

onthepathto.

chile

I

Retail©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

16©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

17OFEXPERIENCE2026自自we

stilllackanintegrated

viewwe

havefixed,

mob

ife,

convergent

systemsinsilos.ItalyI

Telecom/Internet(forexample,survey,operational,customer/CRMandfinancial).Base:462respondentsDataecosystems

aredesigned

andmanaged

inawaythatenablesdata

integrationDataissilo

ed

and

there

is

no

integrationtaking

placeDataisintegrate

dona

nad

hocbasiswithsome

success©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public31%51%19The

cxI

Insight

team

is

collectingcustomer

feedback

oncriticalincidents

and

steps

arebeingtakentorespond

directly

tocustomersclosed

LOOP

Feedback

is

when

organisations

enable

theirstaffto

contacta

customerfollowing

acriticalincident(i.e.

negativeexperience)andtake

appropriate

action.

Base:417respondentsincidentmanagementThecxteam

collects

customer

feedback

on

criticalincidentsbutdoesnotactonitfeedback

oncritical

incidentsThereis

currentlyno

collection

of

customer

28%©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public20Advanced

platform

useLeveragingtextanalytics,sentiment

detection,dynamicdashboards,and

internal

closed

loopprocessesFully

embeddedincx

strategyIntegrated

with

operational

dataandenablingpredictive,

automated,andstrategic

decision

makingBasicuseprimarilyusedforsurvey

sandsimplefeedback,

withlimitedanalyticscapabilitiesNoconsistentororganisation

mm

wide

ofacxplatformopportunity

and

structuralriskstructured

feedback

managementcollectingfeedback

at

key

journey

moments

withdashboard

sandindicatorssupportingdecisionsIn

your

organisation,

how

is

the

customer

Experience(cx)management

platform

currently

used?

single

choice

Base:430

respondents

29%

©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public21©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

222026prioritiesAutomate

processes

using

Artificial

Intelligence

Gaining

a

deeper

understandingof

our

customers

Demonstrateareturn

on

cx

investment

closethegapbetweenbrandpromiseandcxdelivery

Deliverpersonalisedcustomer

experiences

Integrate

cxintotheoverall

brandstrategy

Developor

refine

cx

strategic

Road

map

create

consistentbrandedexperiences

Implementor

evolve

closed

LOOPFeedback

Reassesscxk

pI(keyperformanceIndicator)targets

promotetheadoptionofself-servicetoimproveefficiency

Linkemployee

experienceandcustomer

experiencedata

Implementstrategiestoimprove

response

rates

DeterminelevelofcxMaturityIncludeaccessibilityandinclusion

principles

incx

Definingand/ordevelop

onES

GcommitmentsThinking

aboutyourcustomerexperiencestrategyfor2026andbeyond,whichof

the

followingwillbethe

top3priorityareas

foryourorganization?

Base:657respondents©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public30%29%

28%16%16%26%22%35%31%13%10%10%14%19%2%5%24自自weareaggressivelyintegratingAl

intoour

cx

strategy.practical

applications

e.g.automated

whats

App

support,

smart

heipcentre

sandinternal

Alalertingsystemstoidentify

and

solveissuesfasterchile

I

Retailcurrently,howintegratedisArtificialIntelligenceinyourbusiness?singleselection.

Base2025:677respondents©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Publicw

2023

m

2025tasks25%Agree

source:

IPS

OS

Global

voices

of

Experience2026transforming

measurable

roles

within

resultstheorganisation,redefiningtasksandresponsibilitiesethicalprinciplesand

considerstransparency

towardcustomersDegreeofagreementordisagreementwiththefollowingstatements:

Base:367respondentsresults

areintegratedinto

thedecision-makingof

the

cx

teammeasurableimprovements

in

theproductivityof

teamsorganisation

hasinternaltalent

trainedto

le

adAlinitiatives

inorganisation

hasaclearstrategy

for

the

adoption

of

Alevaluate

theimpact

ofAlon

experience

metricsdelivery

ofpersonalised

experiences

at

scaleoperationally

in

various

Cx

processesactively

used

to

supportCX/EXused

toanalyse

voc自自Al

supportonwhats

App

handles60

70%

of

inquiries

withhigh

csATChi

leI

Retailvirtualassistants

for

customerservicestill

structural

work

inprogressmodels(e.

g.,analysis

of

reports

or

data

teams,interfaces

data

automationwhat

uses

of

artificial

intelligence

is

your

organization

currently

implementing

in

customer

experience?

Base:367respondents©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Publicconversation

simulations,

andfeedbacksource:

IPS

OS

Global

voices

of

Experience2026churn,purchase

behaviour)surveys,

reviews,

or

socialmedia(voiceortext

with

NLP)analysis27Theleaders

of

tomorrow

will

be

those

who

canintegrate

Alinto

cx

strategywhilepreserving

humanrelationships

·©

Ipsos

|

GlobalVoices

of

Experience

2026|Version#1|

Public

28OFEXPERIENCE2026Base:119Respondentssource:

IPS

OS

Global

voices

of

Experience2026©

Ipsos

|

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of

Experience

2026|Version#1|

Public30C

IPSOSIGlobalvoicesofExperienceexpect

recognitionof

theimportance

ofEx

at

board

level

toincreasesource:

lp

sos

Global

voices

of

Experience202652%43%42%29%29%20%18%18%17%11%9%5%3%organisational

change/transformationkeepingemployees

engagedandmotivated,todeliveronorganisational

outcomesups

killing/re

skillingemployeestomakebestuseofnew

Alchallengesattractingtherighttalenttodeliver

onorganisational

prioritieschallenges

retaining

high-potential

or

highly-skilledemployees

ls

sueswithlowemployeewellbeingorburnoutIntegratingAlandautomation

in

yourHRprocessesReducedEmployeeExperience(EX)

budgetsBusinessuncertaintyimpactingtheabilitytomakekey

HR

decisionsTechnologytransformation

inthe

way

wecommunicatewithemployees

EmployeeEngag