The CX Landscape Report 2025, based on CallMiner research, highlights a well-known yet still unresolved challenge in the world of Customer Experience (CX): despite widespread recognition of the value of CX data, 62% of organizations admit they are unable to fully leverage the information they collect, a figure that has remained essentially unchanged over the past four years.
Many organizations continue to rely on manual analysis, lack the appropriate tools or skills to extract meaningful insights, and face persistent difficulties in breaking down internal silos that hinder data sharing and integration across departments. In this context, there is a growing tendency to return to more traditional, solicited feedback as a response to the complexity of fragmented systems and team misalignment, not due to a lack of ambition, but as a pragmatic solution.
However, opportunities for improvement are increasing both for solicited feedback, through more targeted, timely, and relevant touchpoints that enrich context and information value, and for unsolicited feedback, which requires processes and tools capable of capturing spontaneous comments and effectively turning them into concrete actions.
This situation underscores that CX data is highly important to business leaders, but recognizing its value does not equate to being able to translate it into effective action. Without clear execution strategies, stronger cross-functional alignment, and robust analytical frameworks, even the most advanced CX programs risk falling short of their full potential.
In this context, artificial intelligence is taking on an increasingly central and transformative role. It automates routine tasks, accelerating the resolution of customer requests while preserving human support for complex situations. This combination enables efficient service delivery alongside meaningful customer connections, boosting satisfaction. The report also highlights that organizations adopting third-party solutions to integrate AI tend to scale faster, with 85% using such solutions compared to 71% that develop these technologies in-house.
As AI becomes more deeply embedded in CX operations, the conversation shifts from adoption to governance. Sixty-seven percent of organizations implement AI without the necessary safeguards, fueling widespread concerns. It therefore becomes essential to develop dynamic governance frameworks that ensure the ethical, responsible, and secure use of AI, delivering sustainable value over time.
The future of CX will not be led by organizations with more data or more tools, but by those that know how to use AI to automate insights and turn feedback into concrete actions—by adopting three key strategic directions in particular:
- Balance and enhance feedback collection by integrating both solicited and spontaneous data to gain a holistic view and overcome fragmentation.
- Invest in automation and artificial intelligence to accelerate data analysis, uncover actionable insights at scale, and rapidly close feedback loops, while supporting employees and meeting customers on their preferred channels.
- Establish strong AI governance, with clear strategies and comprehensive frameworks that balance initiative scalability, customer trust protection, and business growth.
Only in this way will organizations be able to overcome current barriers and lead the evolution of Customer Experience in 2025 and beyond.
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