Core Insights - More than half of global executives (57%) are confident that AI will enhance customer experience (CX), yet only 17% believe their organization is currently optimizing CX effectively, indicating a significant opportunity gap [1][2] - The gap in CX optimization is a global challenge, with rising customer expectations presenting opportunities for companies that can close this gap [2] - Nearly three-quarters of respondents are optimistic about AI's benefits, with 33% believing it will be extremely impactful and 40% believing it will be impactful [3] CX Optimization and Spending Trends - Two-thirds of business leaders express confidence in their organization's resources for effective CX management, with 69% increasing investments in marketing resources and 73% boosting investments in tools and technologies for CX enhancement over the past two to three years [4] - Looking ahead, 76% of respondents expect increases in CX spending, with 53% anticipating increases of less than 10% and 23% expecting increases exceeding 11% [5] Strengths and Weaknesses in CX Strategy - The top strengths identified in CX strategy include brand promise, while the top weaknesses include omni-channel experience [6] - In the Asia-Pacific region, 57% of executives consider CX extremely important, but only 14% believe their company is very effective at optimizing performance [6] - 71% of respondents feel their organization is effective at maintaining customer trust in data practices, while 65% believe their company is transparent about data collection and usage [7] Execution Challenges - There is a contradiction where 64% of executives believe in their company's ability to gain actionable insights from CX data, yet they often fall short in execution, particularly in leveraging technology effectively [8] - The disconnect between confidence in CX strategy and the actual customer experience highlights the need for organizations to shift from intention to execution and commit to sustained investment in CX capabilities [9] Methodology - The insights are based on a global survey conducted by Protiviti and the University of Oxford, involving over 250 board members, C-suite executives, and other business leaders across 20 countries, representing more than 25 industries [9]