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.

Generative AI chatbots are transforming customer engagement, but how high are they on corporate agendas? 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 report 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.

It appears the penny has finally dropped. With 63% of customer management leaders reporting that improving CX strategy is either “high” or “very high” on their C-suite’s agenda, and 67% set to see their CX budgets increase in 2024, the stage is set for this to be a groundbreaking year in the industry. There is growing sentiment among executive leadership that customer management must now take centre stage – the time is now to break free from the shackles of legacy thinking and build the foundations of nimble customer-facing operational architecture (technology, processes, data) that can future-proof business resilience.

In 2023, the greatest technological advancement since the introduction of the smartphone began making massive waves in the customer management space: generative AI. A tool that promises much, and the evolution of which is certainly not one to watch from the metaphorical sidelines. Innovations are springing up at pace and any failure to move with the transformation could be to risk falling behind (or worse).

As the industry teeters on the precipice of unprecedented disruption, how are customer management teams preparing? What are their top priorities as we move through 2024? How is (or will) generative AI fit into their organisational framework? And what challenges are currently top of mind?

A Figurative Lay of the Customer Management Land

To get answers to all these questions (and more), CCW Europe surveyed over 140 customer management thought leaders. All pioneers in their respective domains spanning customer care, support services, customer operations, customer insights, product management, and many more, the respondents collectively came from a range of companies of all sizes plying their trade across all the major industries. The results form the basis of this report.

Key Findings Include:

• “Enabling better CX through technology” will be the number one priority for 40% of customer management leaders over the course of 2024.
• “Implementation and management costs” (31%) are cited as the biggest barrier to adopting AI, closely followed by “concerns around privacy and regulation” (30%).
• Only a fractional 11% of respondents say they are “inactive” in terms of bringing CX-focused AI technology into their roadmaps.
• Grappling with an “insufficient technology framework” is the predominant challenge for respondents in the context of implementing their desired CX.
• A significant 60% report using more than five data sources to execute their strategies with 5% employing more than 30(!)

The aviation industry is a tricky one to play in right now. Against a perfect storm of multiplying competition, the proliferation of innovative digital technologies, paper thin margins, and a loyalty ecosystem increasingly defined by emotional connection, just how are the airlines of the world meant to stand out? There’s no doubt the dynamics around the landscape of flying are changing, too. Travellers today are much more safety-conscious and focused on their wellbeing – they want a travel experience that is more comfortable and relaxing.

To counter all those challenges, some brands are finding a solution on the ground. Airport lounges.

Here, our Industry Analyst Simon Hall speaks to Virgin Atlantic’s Head of Clubhouses Rami El-Dahshan about the importance of these spaces and the work he and his team are doing to ensure they are best-in-class.

We dive into:

• How the travel landscape, and travel behaviour, has changed compared to five years ago
• The unique business model of airport lounges
• The fundamental principles of best-in-class customer service in the travel space today
• How Virgin Atlantic is attacking its ESG targets
• How to approach building loyalty amongst travellers
  

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.

We are excited to share with you our first announcement of confirmed speakers as well as the top 9 reasons to attend the event. 

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