Key Strengths of the Study

Customer Experience is now a primary growth driver

The boundaries between service, sales and experience are disappearing

Human expertise, enhanced by data and AI, is shaping the future of CX

Publication date: April 2026
Price: €5,000 incl. VAT (included with AFRC membership) Non-member rate: upon request
Length: 17 pages
Language: English
Format: PDF

Study Overview

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The FutCustomer expectations are rising, digital journeys are progressing fast, and organisations are under sustained economic and operational pressure. In this context, Customer Experience (CX) has evolved from a support function into a strategic lever for growth, loyalty and reputation. This study brings together insights from European CX and contact centre leaders, supported by market data and real‑world practices across multiple sectors. It explores how organisations are redefining customer experience models, aligning service and commercial objectives, and using data, AI and human capability to deliver experiences that truly matter.

Rather than focusing on theory, the study reveals how CX is changing in practice, what is working, where organisations are struggling, and what leaders are prioritising for the years ahead.

Trends & Key Challenges

Rising customer expectations for personalised, seamless experiences
CX becoming a central driver of customer lifetime value and loyalty
Declining effectiveness of traditional outbound and transactional approaches
The growing role of AI in enhancing — not replacing — human interactions
Data integration and governance as critical barriers to CX excellence
Trust, ethics and experience consistency as competitive differentiators

Study Framework & Focus Areas

1. The Evolution of Customer Experience in European Organisations

2. From Transactions to Relationships: Experience as a Value Engine

3. The Convergence of Sales, Service and CX

4. Human vs Digital Experience: Finding the Right Balance

5. The Role of AI and Data in Experience Personalisation

6. Customer Lifetime Value as the New CX Performance Metric

7. Sector‑Specific CX Approaches and Lessons Learned

8. Building Sustainable, Trust‑Based Customer Experiences

Who Is This Study For?

Customer Experience & CX Directors
Contact Centre and Customer Operations Leaders
Marketing, Sales and Service ExecutivesDigital Transformation & Strategy Leaders
Executives focused on growth, loyalty and customer trust