Report

The 2025 CCW Europe Summit was not a conference of lofty soundbites – it was a playbook for execution.

Led by senior thought leaders from Thomas Cook, Accor, Santander, Octopus Energy, TUI, AXA, and more, the event delivered a grounded, pragmatic view of what it really takes to win in today’s CX landscape.

This report brings those lessons together in one clear, accessible resource – so you can apply them inside your organisation, now.

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.

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.