This report presents insights from a survey of more than 400 business decision makers across the U.S., UK, and Canada, examining how customer experience strategies are evolving amid rising expectations, growing interaction volumes, and rapid AI adoption. It highlights a critical gap between what leaders believe customers want and what customers actually value, particularly around wait times, self-service quality, and channel preferences. The report shows that AI is now foundational, with most organizations using it for both self-service and agent assistance, while agent roles shift toward complex, high-empathy interactions. It explores trends in omnichannel strategy, metrics evolution, workforce challenges, and industry-specific insights, positioning CX as a primary driver of loyalty, grow

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