If you think CX is fading, you’re looking in the wrong places. 

I work with customer experience (CX) executives across top financial services firms in North America – and what I see lately is a function getting sharper, more accountable, and more embedded in the business.   

Here are three shifts that stand out so far in 2026:  

  • From siloed CX → enterprise-scale CX. CX teams are plugging into enterprise operating rhythms across strategy, planning, and execution. The work isn’t standalone anymore; it’s tied to how the business runs and how value gets delivered across segments and products.  
  • From score obsessed → outcome obsessed. Less focus on dashboards. More focus on proving impact via growth, retention, and reduced cost to serve. The conversation is shifting from “what’s the score” to “what did we change?” 
  • From AI aware → AI ready. AI has been added to the CXO’s agenda and is reshaping design, workforce models, and the role of CX itself. The leaders pulling ahead are operationalizing, not just exploring.  

While some say CX is dying, I see the opposite: a profession that is finally getting serious about its mandate, authority, and impact – driven by a new class of business-minded leaders.  

In June, we’re bringing CX executives together to explore these themes and more at Forrester’s CX Forum Executive Leadership Exchange (ELE). The setting is intentionally small – designed for big ideas and deeper conversation, with exclusive experiences woven in. 

I’m curious: what’s a fourth shift you’re seeing right now?  

If you’d like to compare notes or learn more about our executive program here at Forrester, I’d love to connect! kcobian@forrester.com.