The Global State of CX 2025 report shows that 88% of companies now compete primarily on customer experience, making it the top brand differentiator . AI and automation are central, with 76% of leaders investing in generative AI for personalization and faster resolutions, though data silos and trust remain obstacles. Customers expect seamless, omnichannel engagement, with 72% saying poor digital experiences damage loyalty . Employee experience is also tied to CX success, as engaged staff drive stronger outcomes. The report highlights that brands excelling in CX see 2.3x higher revenue growth and reduced churn, but achieving this requires unifying data, scaling AI responsibly, and linking CX investments directly to measurable business impact.

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