The ways organisations engage with their customers have rapidly evolved in the 2020s. Businesses are embracing new digital channels and enhancing established ones. Data analytics has enabled predictive problem-solving and personalisation. AI solutions have powered 24/7 customer service and supplemented the customer journey with new touchpoints. This has amounted to a 28% increase in spending on customer experience technologies in the last four years.  

 
Yet, customer satisfaction rates have dropped in 2023. Customer complaints and problems are rising and it is taking longer for issues to be resolved. Why are we seeing this drop after years of investment in customer service technologies? What key factors are missing from customer experience strategies? And are there hidden blockers preventing better customer service from excelling in the digital era?  

 
In this report, based on in-depth interviews with industry leaders, we explore the current landscape, and unpack the ambitions and visions leaders have for customer experience.