Today’s service environments are anything but linear. Channels multiply, interactions overlap, and invisible dependencies shape outcomes in real time. Yet too many organisations still treat service design as an efficiency exercise – delivering fixes that mask complexity rather than resolve it.

New research from CCW Europe reveals the scale of the challenge: 75% of CX leaders admit their organisations struggle to identify and resolve journey obstacles effectively. To meet this challenge head on, business leaders must rethink the very foundations of service delivery.

The answer? A design logic built on a new trinity: Data, automation, and empathy. Download this report to unpack what that looks like.

Inside, you’ll discover:

• Fresh insights from 100+ CX leaders
• Case studies from Virgin Media O2, Nottingham Building Society, and NatWest
• How the trinity combines to create adaptive, human-centred services

Explore how leading organisations are reshaping service delivery for a resilient, future-ready world.

Here, we speak with two leaders who have gone down opposing paths. In the “build” corner we have Paul Cooper, the former Head of Technology Delivery, Operations and Cyber at takepayments, and in the “buy” corner we have Dan Allen, the Deputy Director Dan Allen, Deputy Director of Landlord Support, National Residential Landlords Association (NRLA) of Landlord Support at the National Residential Landlords Association (NRLA). Together they dive into the pros and cons of each approach and offer critical insights around AI scalability, maintaining AI independence, implementation best practices, talent management, and their biggest learnings.

The AI curtain has been raised. In the initial 18 months following its emergence in late 2022, much of the discourse around this technology centred on unearthing and poring over its potential. That discourse has moved on significantly as 2024 has unfolded and we’re beginning to see brands pushing past proof of concept and showcasing the tangible business value it can deliver.

Creating great customer experiences means putting your audience at the centre. It's challenging but crucial. Leaders often struggle with transformation, risking reputational damage. Successful examples, driven by vision and agility, are emerging. Abdul Khaled, Head of Digital at E.ON Next, shares how he stays customer-centric, uses data, and integrates AI.

Inside this report:

• Steps to become customer-centric
• Overcoming branding challenges
• Enhancing experiences with data
• Balancing human and AI customer service
• Training AI to represent the brand
• Future trends in customer experience

In today's digital landscape, delivering consistent, tailored experiences is crucial for all brands. Being present at the right touchpoint is essential, as missed expectations can erode brand trust and loyalty. With 96% of consumers saying a negative experience affects their likelihood of returning and 12% willing to switch brands after one poor interaction, CX leaders must prioritize seamless experiences. This report explores how AI-powered search and content recommendation platforms can help brands meet these demands and drive business outcomes.

What's inside this report?

• The state of brand trust and loyalty
• The value of AI-powered relevance
• Using AI to deliver personalized experiences