Recently, I highlighted outcomes from a conversation between members of CXPA’s Board of Directors, during which they discussed issues that are increasing or declining in importance in the CX field. With that conversation in mind, I was interested in reading CX Networks’ 2024 Global State of Customer Experience report to see their research findings related to the profession. Here are a few highlights:
The Rise of Artificial Intelligence
Both the CXPA Board and the Global State of CX 2024 report underscore the transformative impact of Artificial Intelligence on the CX landscape, with a shift from reactive to proactive strategies that anticipate customer needs and behaviors. In the Global State of CX report, AI is highlighted as a top trend, with 39% of respondents noting positive impacts on profits and 28% on customer loyalty due to generative AI. This technology is being utilized for virtual agents, chatbots, and hyper-personalization, enabling seamless, human-like interactions with customers. These findings also align with those in CXPA's recent report produced in partnership with Deloitte and Natter, which you can download here.
Data and Analytics
The report highlights that data and analytics are paramount, with 42% of practitioners identifying it as a key trend. The ability to create actionable insights from data is crucial, yet, as both the Board and this report noted, many organizations struggle with data silos and the integration of new technologies. Effective use of data analytics helps in understanding customer preferences and behaviors in real-time, allowing for tailored interactions that lead to better business outcomes.
Budget and ROI
Despite budget constraints, the pressure to prove return on investment (ROI) is increasing. Practitioners are focusing on technologies that offer clear and measurable returns. CXPA’s board also noted that demonstrating the impact of CX on financial metrics such as customer acquisition, retention, and cost savings is essential for securing ongoing investment.
Challenges in CX
Competing priorities remain a significant challenge, cited by 42% of respondents, followed by aligning business objectives with CX initiatives. Building a customer-first culture and creating actionable insights from data are also critical obstacles. Practitioners must navigate these challenges by linking CX improvements directly to business outcomes and ensuring strategic alignment across the organization, a finding that was echoed in CXPA’s Board conversation.
Evolving Roles and Skills
There is a consensus on the need for multidisciplinary talent in the CX field. The CXPA Board mentions the rising demand for professionals with diverse skill sets, including project management, change management, data analytics, and AI expertise. The Global State of CX report also identifies the need for CX teams to upskill, particularly in areas like AI and data analytics, to stay relevant and effective.
To read CX Network’s full report, click here.
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