Delusional bosses think their CX is way better than it is

Business leaders might talk a good game on customer experience, with 92% citing CX as a top strategic focus and 88% linking the strategy directly to revenue growth, but their actions tell a different story, as only 28% view it is an important investment.

So says “The CX20 Global Report 2025”, a new study by Amdocs Studios, the digital offering of software and services firm Amdocs, carried out by RepData.

The study, which spans 14 industries and countries, uncovers what it brands the rise of “CX Illusion” – an overconfidence that is leading companies to invest in the wrong areas, overlook glaring gaps, and underestimate the urgency of customer dissatisfaction.

While nearly every leader claims to prioritize CX, the disconnect isn’t just theoretical; 80% of leaders think they are meeting customer expectations, yet only 24% of customers agree.

In fact, 54% of customers say they will stop engaging with a company after just four poor experiences, and 85% of loyal customers would be open to switching brands.

This aligns with a separate report from Qualtrics, which estimated that $3.8 trillion in global sales are at risk this year alone due to poor CX. However, 67% of customers are willing to spend more with companies that deliver strong CX.

Despite a surge in feedback from customers and insightful data, more than half of leaders (53%) admit their organisations fail to use CX properly, often due to staffing shortfalls or training gaps. Meanwhile, 55% point to unclear CX metrics, and 43% feel their current CX investments are not delivering returns.

The CX20 Global Report 2025 introduces a powerful new measurement framework to identify and close 20 critical experience gaps; spanning everything from personalisation and communication to service delivery and AI integration.

Insights include how to revealing the gaps that matter most, not just tracking what is easy to measure; embracing CX as a long-term perspective, not a short-term initiative or the responsibility of any one business group; and diagnosing root causes before deploying solutions, building trust and resonance, not just more transactions.

Amdocs chief marketing officer Gil Rosen said: “Too many companies say customer experience is a priority, yet they stop short of truly investing in it.

“This gap between belief and action is where customer trust erodes and competitive ground is lost. Our study is a wake-up call for leaders to move beyond CX rhetoric and commit to meaningful transformation.”