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.

Unlock the full potential of your networking at the CCW Europe Summit. Download the attendee list to access comprehensive details from the 450+ leaders who attended in 2024, including job titles, accounts, sponsors, testimonials, and the event floorplan. Gain valuable insights into the professionals driving innovation and excellence in customer experience.

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.

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.

Are you ahead of the curve in customer support? Customer support is undergoing a significant transformation due to rising customer expectations and the complexity of problem-solving. Consumer behaviours and support dynamics are evolving, making customer service a critical business battleground. The key to standout service today is resolving issues on the first contact, known as first contact resolution (FCR).

How are leaders responding?

CCW Europe and GoTo surveyed the CCW Europe community to find out. The report includes actionable strategies to boost FCR rates.

Key Findings:

• •Only 50% of brands have an FCR rate above 70%.
• •63% prioritize improving FCR.
• •63% use IVR technology to drive FCR.
•  65% lack visual customer support.