Every brand likes to believe it’s delivering an exceptional customer experience. But the reality? A staggering 42 percent of customer experience (CX) leaders cite outdated systems as their biggest operational hurdle, and 54 percent admit that at least a fifth of their customer interactions are still too complex for artificial intelligence (AI) to handle alone.
As organizations continue their race toward digital transformation, our latest research report, the 2025 CX Leaders Trends & Insights: Corporate Edition in partnership with TELUS Digital, dives into the numbers, challenges, and opportunities shaping the future of CX.
Below, we spotlight five critical areas that should be on every CX leader’s radar.
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AI Adoption: Accelerating but Not Replacing Human Support
It’s official: AI is no longer a futuristic concept. It’s here, embedded in nearly every CX operation. Ninety percent of brands have either already deployed AI or plan to do so soon, up from 61 percent just two years ago. But here’s the catch: More than half of CX leaders say their customers’ inquiries remain too complex for self-service.
So, what does this mean for your AI strategy? Are you automating wisely, or are your customers getting stuck in frustrating loops? The data suggests that success isn’t just about AI. It’s about blending automation with human-led, empathetic support.
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The Legacy Systems Dilemma: A Barrier to Seamless CX
We hear it in boardrooms, in strategy meetings, and now in the data: Legacy systems are still the number-one obstacle preventing CX teams from delivering better experiences. Forty-two percent named Legacy Systems/Processes/Tools as the single biggest challenge facing CX operations.
Are you still working around old tools, or is it time to make the case for a long-overdue system upgrade? If your competitors are investing in unified, AI-driven platforms, can you afford not to?
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The Omnichannel Imperative: Consistency Across Touchpoints
Customers don’t see “channels.” They see one brand. And yet, 74 percent of CX leaders expect to invest in new technology this year to improve cross-channel consistency.
This signals a major shift: While brands once focused on offering more channels, they’re now prioritizing seamless movement across them, reducing the frustration of repeating information or getting lost between automated and human-assisted support.
Ask yourself: When customers switch from chat to phone, do they have to start from scratch? Do your data and systems make those transitions feel natural or like a frustrating game of hot potato?
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CX KPIs Are on the Rise, but Can You Prove ROI?
Encouragingly, 68 percent of brands report improving their CX KPIs over the past 12 months, the highest percentage recorded since 2021. But with CX increasingly under executive scrutiny, it’s no longer enough to say your metrics are better; leaders must prove how those improvements drive revenue, retention, and loyalty.
Does your team have a clear ROI story? Or are you still measuring success in a way that resonates with CX teams but not the C-suite?
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Culture & CX: The Missing Link?
Perhaps the most promising finding: Fifty-eight percent of CX leaders now believe their company culture aligns with a customer-first mindset, the highest level since 2018.
But what about the other 42 percent? If customer experience still feels like a siloed function rather than a company-wide commitment, how do you change that narrative internally?
The Takeaway: Are You Keeping Up?
CX is evolving at a breakneck pace. AI is transforming operations but not replacing the need for human connection. Legacy systems are holding brands back, but those investing in unified technology are gaining an edge. KPIs are improving, but proving CX’s business impact remains critical.
Want the full story? Download the complete research report for deeper insights, data-backed strategies, and expert perspectives from top CX leaders.
