The State of Customer Management in 2026

Customer experience has won the strategy debate. Most boardrooms recognise the imperative to get it right – and the cost when it goes wrong.

Now, execution is the only question that matters.

With 94% of organisations prioritising CX transformation as part of their broader agenda and investment in CX initiatives continuing to rise, advantage no longer comes from ambition alone. It comes from implementation and orchestration. Data, technology, and teams must move in lockstep – or value dissipates.

The State of Customer Management in 2026 examines how leading organisations across Europe are closing that execution gap – and why many are not.

What it shows:

• Why CX governance is the new battleground as ownership becomes more distributed across the enterprise.
• Where CX investments stall – silos, fragmented data, and slow processes now outweigh budget or tooling constraints
• How the contact centre is emerging as a strategic nerve centre, despite limited enterprise integration
• Why leading organisations are moving beyond CSAT and NPS, linking CX directly to retention, lifetime value, and growth.

Download the report to gain a clear view of how customer management is evolving – and what it takes to deliver unified, high-impact CX in 2026.