Great customer experiences don’t happen by chance. They’re the product of strategy, culture, technology, and operations working in perfect sync. But where does your organisation stand?

Our analyst-led report, The CX Maturity Index: Where Brands Stand Today, helps you find out. Based on research across European organisations, it reveals the five stages of CX maturity, where organisations sit right now, and the capabilities that separate the leaders from the laggards.

Download it to benchmark your current state and identify the practical steps you can take to make your organisation more competitive in the market. The future belongs to those who can deliver experiences that matter. Start building that future today.

CX has a new power source. And it’s moving faster than most roadmaps can react.

Yes. AI.

In just 12 months, the share of organisations rating CX-focused AI as a high or very high C-suite priority jumped 42%. But while intent is soaring, execution is still stuck in discovery mode. Why? Because real AI transformation requires more than technology – it demands alignment of strategy, governance, and talent.

Our new data-driven analyst report unpacks where organisations are winning, and where others are falling short, when it comes to AI adoption right now.

Here’s a snapshot of the findings:

• 54% of C-suites rank AI as a high or very high priority in 2025, up from 38% in 2024 (+42%)
• Yet a significant 62% of organisations remain in a phase of exploration with CX-focused AI
• 23% have centralised AI governance; 40% fully decentralised (we decode the implications)
• 71% are looking at AI to boost customer satisfaction (the top driver)

Inside, you’ll find exclusive insights from our industry analyst, original data on AI maturity across Europe, and actionable takeaways to help you lead with confidence, not catch up under pressure.

In today’s experience-driven economy, customer expectations are evolving faster than many organisations can respond. Incremental change is no longer enough. To stay competitive, business leaders must embark upon bold, enterprise-wide CX transformations – rooted in data, powered by culture, and enabled by technology.

This report reveals the nine essential principles driving the world’s most effective CX strategies. Drawing on insights from 100+ senior executives across industries, it provides a clear framework to align teams, embed a customer-obsessed mindset, and deliver seamless, scalable experiences.

Here’s a snapshot of the findings:

• Only 19% of organisations have a clear and cohesive CX vision
• Just 2% say their technology infrastructure is fully optimised for CX
• 83% report cross-functional collaboration on CX initiatives – but only 5% are fully aligned
• Fewer than 1 in 10 feel highly confident using data to guide CX decisions
• Only 36% are very or extremely effective at overcoming internal resistance to change

Transformation today isn’t a project. It’s the strategy. Download the full report to access the blueprint for sustainable, enterprise-wide CX impact.

You’re investing in CX – but are you neglecting the force that powers it?

Employee experience (EX) is increasingly recognised as a core multiplier for successful customer outcomes, yet, despite its importance, only 6% of organisations treat EX as a top strategic priority.

Our latest infographic, based on insights from over 100 senior CX executives, explores the tension between EX ambition and execution – and outlines six practical levers brands can pull to start creating conditions where employees thrive (and customers feel it).

We explore:

• The degree to which brands are prioritising EX as a pillar of transformation
• Why short-termism and budget bias undermine EX investment
• The need to rethink employee KPIs
  

Scalable personalisation: Call it one of the great CX equalisers. Yet, according to our latest research, only 4% of organisations have truly mastered it.

That’s striking. And the numbers highlight a stark truth: Personalisation sounds simple on the surface, but in reality, it’s anything but. Most organisations are still very much stuck between intention and execution, and in this infographic, we break down why that’s happening.

We unpack:

• New data exploring where brands currently stand on their personalisation journey
• The five critical blockers holding brands back from driving personalisation at scale
• Solutions that negate those five blockers
• Next best tactical moves for brands at every stage of personalisation maturity
• Expert insights from MOL Group’s Head of Loyalty and CRM, Márton Homola

This is an industry snapshot and a blueprint to smarter personalisation. Download and benchmark your strategy against your peers in the region.

A high-performance customer relationship management (CRM) platform is one of the cornerstones of business today; core tenets of future-ready operations and long-term relevance depend on getting this technology right. To be sure, as brands seek to foster deeper levels of customer engagement and strengthen customer loyalty, the ability to deliver timely, personalised, and emotionally intelligent experiences has become a competitive imperative. And all of that is founded upon robust and scalable CRM infrastructure.

For Andrew Land, the CRM Director at Condé Nast, success hinges on meeting this challenge head-on. Indeed, with content saturation intensifying, attention spans shrinking, and content consumption habits shifting, even the most iconic media brands in the world – meaning the likes of The New Yorker, Vogue, GQ, WIRED, Bon Appétit, and Architectural Digest – are compelled to continuously innovate their CRM playbooks. In this interview, Andrew reveals how experimentation and collaboration are helping Condé Nast not only keep pace with change – but lead it.

The contact centre is fast becoming the nerve centre of customer experience—a place where loyalty is earned, insights are gathered, and value is created. To unlock its full potential, businesses must invest in their frontline agents—their knowledge, performance, and career growth.

When agents thrive, so does the brand—across every interaction. So how are leaders stepping up? This report explores the strategies, tools, and cultures reshaping the agent experience.

Key insights:

• 46% of brands say improving agent experience is a top priority
• 70% still rely on Average Handle Time as a key performance metric
• 36% are investing in agent career pathways, with 49% building the case
• 28% have secured buy-in for agent-facing AI over the next 12 months

With rapid changes in customer management, leaders face unprecedented challenges, demanding innovative strategies and strong resilience. This report, based on data from over 100 CCW Europe executives, highlights key pillars for driving customer experience (CX) transformations in 2025 and beyond.

Now is the ideal time for customer management leaders, with CX at the forefront of boardroom agendas, increasing budgets, and advancing technology. Bold, customer-centric transformation will define tomorrow's leading brands.

Health and wellness is booming. Consumers are taking control of their well-being and lifestyle like never before, supporting brands that offer effective, sustainable, and scientifically proven products.

One such brand is air up, a German start-up revolutionizing hydration with refillable bottles that add flavour to water through scent. Their innovative technology and unique approach to audience engagement have fueled their rapid growth.

In this interview, air up’s Head of Customer Engagement, Thomas Staudte, shares the brand’s journey, initial challenges, key communication strategies, insights on Generative AI, and his digital roadmap for the next 12 months.

Explore the attendee profile from CCW Europe Summit 2025 - a sample of the brands and leaders who joined us in Amsterdam for Europe’s premier customer contact and CX event. The 2025 attendee list showcases the organisations and job titles represented across industries, highlighting the seniority and diversity of the community that makes CCW Europe the region’s most influential CX gathering. 

Part of CCW Europe Summit 2025, the Agent of the Future experience brought together a select group of rising CX professionals for a day of focused learning, inspiration, and growth. Across interactive sessions and hands-on workshops, participants explored what it takes to thrive in the modern contact centre - from mastering emotional intelligence and customer empathy to leveraging AI tools that are redefining the agent role. Built for a small group of hand-picked participants, this exclusive programme delivered practical insights, peer connection, and the tools to accelerate career development in a fast-evolving industry.

Stay tuned for details on the 2026 Agent of the Future programme, where we’ll continue empowering the next generation of CX leaders.

The CCW UK Summit 2025 brought together over 400 customer experience leaders, innovators, and pioneers for three transformative days of inspiration, insight, and connection.

Designed around the theme Breaking Silos, Building Unification, the Summit redefined what it means to lead the experience landscape today. Trailblazing brands like adidas, HSBC, British Gas, Octopus Energy, LNER, and Bolt didn’t just share their strategies – they challenged the industry to rethink its core assumptions.

What we learned:

• AI is everywhere – and it’s emotional now. From AI tools tuned to local nuance to self-service that defuses stress, leading brands are using AI to scale empathy – not just efficiency.

• CX now belongs in the boardroom. No longer a support function, CX is a vital strategic growth engine – and leaders are proving it with measurable outcomes.

• Frontline is the future. Human connection remains irreplaceable. Empowered agents are becoming CX ambassadors – resilient, strategic, and brand-defining.

• Design with intent, backed by intelligence. Real-time data is the fuel behind modern service models that do more than respond – they anticipate and turn every interaction into a competitive edge.

Workshops. Masterclasses. Fireside chats. Every moment of the Summit reinforced a single truth: The future of CX is cross-functional, human-centric, and built on insight. Download our Wrap-Up Report to unpack the essence of the event.

Find out how to connect with 450+ senior CX, digital, and contact centre leaders at Europe’s leading customer management event. Our prospectus gives you everything you need to assess if the CCW Europe Summit is the right opportunity for your brand.

What you’ll find inside:

• Who attends and what they’re looking for
• Sponsorship packages that drive leads, brand visibility, and influence
• Speaking and networking options to position your team as industry leaders
• The key themes shaping buying decisions in 2025

Take the first step toward a high-impact presence at the CCW Europe Summit.