Insights to Lead CX

The human-AI workforce is a contact centre reality now. Yet most organisations are still navigating it in fragments, layering AI onto existing roles without fundamentally rethinking how work gets done. This session explores what it takes to move beyond augmentation and intentionally design how humans and AI operate together. From redefining positions and responsibilities to balancing efficiency with experience, we examine how organisations can orchestrating this shift – turning a complex transition into a source of outperformance.

Customer support is undergoing a structural shift. Once defined by reactive resolution, the contact centre is emerging as a strategic intelligence system shaping enterprise decisions. Yet most organisations continue to treat customer interactions as service events rather than strategic signals. This playbook explores how leading organisations are moving from resolution to anticipation and from experience measurement to commercial impact.

The discourse around agentic AI is everywhere. A technology understood by few, implemented by fewer – its meaning often stretched, misunderstood, or oversold.

Here, Rômulo Luzia brings a practitioner's perspective to what agentic AI really is, where it delivers tangible value, and what is required to put it into production. Moving beyond theory, we dive into the architectural, design, and organisational choices that determine whether this emerging model of automation drives meaningful outcomes – or falls short of its promise.

This exclusive series brings together senior leaders from across Europe to explore the strategies, technologies, and operating models shaping the future of customer contact.

The contact centre has outgrown its original purpose. What was built to handle volume is now expected to drive revenue, surface intelligence, and earn loyalty – yet most organisations are still running it on infrastructure and operating models that were never designed for that ambition.

This report examines how leading organisations are responding. Drawing on insights from senior CX executives across industries, The Contact Centre of 2030 explores the emerging operating models, AI investments, workforce strategies, and governance decisions shaping the next era of customer engagement.

There was a time when the term "conversational AI" referred to the rules-based bots that caused customers frustration and contained support tickets rather than resolved them. Today, that definition has shifted to encompass AI agents that hold real conversations, understand intent, and can adapt to emotion, handle complexity, and resolve issues across the entire customer journey through natural language.

The new rules of conversational AI explains why agentic AI, AI agents, and consumer-facing AI shopping assistants are changing how customers behave and heightening expectations for CX to be driven by conversations, not questions.

The contact centre has outgrown its original purpose. What was built to handle volume is now expected to drive revenue, surface intelligence, and earn loyalty – yet most organisations are still running it on infrastructure and operating models that were never designed for that ambition. For leaders navigating AI adoption, service transformation, and rising customer expectations, this report offers a practical view of where the market is moving, where value will be created, and where the greatest strategic risks now sit.

CSAT and NPS remain the backbone of many CX strategies, but they only tell part of the story. While widely adopted, these metrics capture moments in time rather than the full customer journey, leaving organisations without the insight needed to drive meaningful change.

This infographic reveals what today's CX leaders are really measuring, and where critical gaps are holding back smarter, more value-driven decision making.

AI is now the engine driving smarter and faster customer experiences. Already, 21% of organisations operate advanced or transformative AI, up from 14% in 2025. These front-runners aren't just improving their CX operations – they're reimagining it with predictive, hyper-personalised service models.

This infographic maps out how AI maturity in CX is evolving – and shows what it takes to move from basic automation to more transformative impact.

CX has become an existential battleground. In fact, 94% of organisations are treating it as a high strategic priority. But as CX becomes “everyone’s responsibility,” a critical trend is emerging – clear ownership is disappearing.

This infographic reveals the executive dilemma facing organisations today: that is, while accountability for CX is spreading, governance is weakening. The result? Fragmented experiences, wasted investment, and stalled transformation.

Brands are approaching a turning point in how they engage customers. As expectations rise for seamless, personalised, real-time interactions, organisations are discovering that true omnichannel engagement is no longer a technological aspiration – it’s a strategic necessity. Yet while most companies acknowledge the importance of connecting channels, data, and teams, many still operate within fragmented ecosystems that hinder both customer experience and operational performance.

This report – built on insights from over 150 senior CX leaders – explores how leading organisations are reimagining the customer journey and building the foundations needed to deliver consistent, context-rich interactions across every touchpoint.

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.

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.

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.

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.

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).