Customer experience has won the strategy debate. Most boardrooms know what’s at stake – and the cost of getting it wrong.

Now only one question matters: execution.

With 94% of organisations prioritising CX transformation and investment still rising, advantage no longer comes from ambition. It comes from delivery. Data, technology, and teams must move together – or value seeps away.

The State of Customer Management 2026 explores how leading European organisations are closing the execution gap – and why many are not.

Inside the report:

• Why CX governance is the new battleground as ownership fragments across the enterprise
• Where CX investments stall, as silos, data fragmentation, and slow processes outweigh budget or tooling gaps
• How the contact centre is becoming a strategic nerve centre – despite limited enterprise integration
• Why leaders are moving beyond CSAT and NPS to link CX directly to retention, lifetime value, and growth

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