With change sweeping across the customer management ecosystem, today’s operational landscape is challenging leaders in the industry like never before, calling for innovative strategies and robust operational resilience.

This report paints a picture of how brands are addressing these imperatives. Grounded in data collected from over 100 executive-level members of the CCW Europe community, it captures the core tactical, financial, leadership, and partnership pillars that are key to driving customer experience transformations – in 2025 and beyond.

Among the findings:

• CX transformation is a high priority strategic focus for 61% of brands
• 53% already have dedicated leadership responsible for driving CX transformation
• The most common investment area now is data unification or customer data platforms
• The main barriers to creating unified profiles are fragmentation and poor integration
• 83% of CX leaders say AI will play a significant role in their CX transformation efforts

All things considered, never has there been a better time to be a customer management leader – CX is front and centre of boardroom agendas, CX-focused budgets are on the rise, and new technology is raising the ceiling with regards to the possible. The way forward is clear: Bold, customer-centric transformation will define the leading brands of tomorrow.

In an era where personalisation defines brand loyalty, Adidas has cracked the code on delivering tailored customer experiences across multiple markets. By balancing a global strategy with local precision, the brand has mastered the art of scaling personalisation without losing regional relevance. Now, in an exclusive deep dive, Stijn Bannier, Global Digital Product Director at Adidas, reveals how the brand is reshaping customer interactions through AI innovation and cultural adaptation.

For organisations navigating the complexities of digital transformation, the road from vision to execution is filled with challenges. Yet, when done right, the impact is game-changing. London North Eastern Railway (LNER) is living proof.

Danny Gonzalez, Chief Digital and Innovation Officer at LNER, has spearheaded an enterprise-wide transformation, modernising legacy systems, fostering cultural change, and leveraging AI to drive seven-figure cost reductions. In this exclusive interview, he shares key strategies, challenges, and lessons learned along the way.

As AI reshapes the CX ecosystem, co-pilot and agent assist tools are climbing the corporate agenda. Indeed, a significant 49% of CX leaders report that they represent a high or very high strategic focus for their organisations right now, a proportion up from 37% in the second half of 2024.

So, what’s fuelling this surge in attention toward these technologies – and why are some companies still hesitant to invest in them? This infographic offers some answers.

Generative AI chatbots are transforming customer engagement, but how much of a priority are they for business leaders right now? To uncover the latest trends, we surveyed over 110 CCW Europe community members to understand their investment priorities, challenges, and expectations for AI-driven automation. As businesses refine their AI strategies, the gap between early adopters and cautious observers is widening.

This infographic provides data-driven insights into the evolving AI landscape, helping you understand how organisations are navigating chatbot investments and what’s next for AI in customer experience.

Although the terms originated decades apart, digital transformation and AI are inextricably linked. It all comes down to data: AI has the power to refine the data that fuels digital transformation in ways that have never been possible before. In turn, this enhances the quality of the data which can then be used to train future models.

With generative AI, it is also now possible to create digital twins and conduct near-infinite A/B testing for endless scenarios. Digital transformation was happening long before generative AI entered the mainstream, but now generative AI is widely available the case for digital transformation is even stronger, as is the ease with which it can be achieved.

The article highlights Simplyhealth's successful transition into being an AI-powered Omnichannel business. Plus, it's packed with tips on how to build strong collaboration with stakeholders and nurture trust with customers and employees.

The Agent of the Future is an exclusive training day at CCW UK Summit 2025, taking place on 12 May at Allianz Stadium, Twickenham. Designed for high-performing contact centre professionals, this event provides essential skills to integrate AI into workflows, strengthen leadership, and build resilience in an evolving industry. Through expert-led sessions, interactive workshops, and mentorship, attendees will gain practical strategies to advance their careers and adapt to the future of customer service. Ideal for ambitious agents, new team leaders, and professionals in AI-driven organisations, this programme ensures participants leave equipped for success. A bursary of up to £350 is available for travel and accommodation. 

Download the 2025 attendee snapshot to discover the diverse job titles and top companies attending. Gain valuable insights into the professionals driving innovation and excellence in customer experience.

Discover why the CCW UK Summit 2025 is the must-attend event for customer management professionals. Taking place from 12–14 May 2025 at Allianz Stadium, London, this transformative experience is your opportunity to connect with industry leaders, explore groundbreaking strategies, and gain insights to elevate your approach to customer engagement. To give you a preview, we've created an exclusive document showcasing the top 7 reasons to join us, along with a first look at our impressive line-up of confirmed speakers from organisations like Shutterstock, British Gas, and Expedia. From inspiring keynotes and interactive sessions to an exclusive behind-the-scenes tour of LUSH’s vibrant HQ, CCW UK Summit 2025 promises to redefine how businesses drive innovation, collaboration, and customer success. 

Discover the highlights of the CCW UK Summit 2024 with our exclusive post-show report. Held from 13–15 May 2024 at Novotel London West, London, this landmark event united over 50 speakers, visionary thought leaders, and customer management professionals in a celebration of CX innovation and excellence.

The report offers key takeaways from standout sessions, including cutting-edge insights on AI, leadership, and customer vulnerability. Relive exclusive experiences like the private tour of Tottenham Hotspur Stadium and behind-the-scenes access to the Dorchester Collection.

With attendee testimonials, detailed session overviews, and future opportunities, this report is your ultimate resource for understanding the transformative power of the CCW UK Summit.