Many CX leaders struggle to get executive buy-in. A conversation about customer loyalty or a dashboard highlighting month-over-month channel performance just doesn’t have the sway. That’s because customer experience (CX) is not just about survey results or incremental improvements to channels or touchpoints—it is a primary lever for growth, trust, and long‑term competitiveness. The newly updated Forrester report, Why CX For Financial Services, illustrates why CX must be treated as a core business strategy with the goal of improving quality, differentiation, and ultimately business outcomes.

Growing Influence of AI

The report also highlights the growing influence of AI on CX. First and foremost, firms are applying AI solutions across a broad array of challenges to reduce costs, improve efficiency, and make experiences easier. AI is also reshaping how firms listen to customers, personalize interactions, automate service, and scale insight across the enterprise. Explore the report for real-life examples across various financial services industries.

CX As An Economic Discipline

Most importantly, these examples reframe CX as an economic discipline. Strong CX drives retention, wallet share, and efficiency, while reducing churn, complaints, and cost to serve. This makes CX leadership a board‑level responsibility, not a function confined to surveys and scorecards.

With planning season just around the corner, now is the time to develop business cases to support investment in CX. This report helps financial services CX leaders:

  1. Strengthen the strategic case for CX with clear links to revenue, loyalty, and risk.
  2. Understand how AI is reshaping CX leadership and what foundations must be in place to realize its value.
  3. Gain a leadership‑level framework for moving from fragmented improvements to end‑to‑end journey transformation.

Next Steps

Your journey doesn’t end with this report. To understand more about showing the business value of CX:

  • Follow my work: Go to my  Forrester bio and click “Follow.”
  • Chat with me: If you are a Forrester client interested in discussing these topics, please schedule time with me for an inquiry or a guidance session.
  • Find me at Forrester’s CX Forum East: Schedule a 1-1 session with me while you are in New York City, June 16-17th.