Predictions 2024: Customer Experience

October 25th, 2023

Judy Weader Principal Analyst

Riccardo Pasto Principal Analyst

Christina McAllister Senior Analyst

Melissa Gill Vice President, Executive Partner

Colleen Fazio Senior Analyst

Senem Guler Biyikli, PhD Analyst

Gina Bhawalkar Principal Analyst

Su Doyle Senior Analyst

Rich Saunders Senior Analyst

With contributors:

Rick Parrish , Pete Jacques , J. P. Gownder , Rowan Curran , David Truog , Daniel Portillo , Shayna Neuburg

Summary

In 2024, customer experience (CX) leaders will navigate turbulence among the rise of generative AI (genAI), traditional approaches to business, and economic uncertainty. Sunlight will shine through the clouds for many CX leaders: The global average CX will improve, and half of large brands will experiment with customer-facing genAI and report CX metrics to investors. However, clouds will remain for even the most expert navigators: CX leaders’ ambitions for inclusive experience design will be undercut by internal policies, overwhelmed CX teams will have to turn away work, and only a few companies will connect CX metrics to financial business outcomes.

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Predictions 2024: Customer Experience

Technology And Tradition Collide

Summary

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