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Customer Experience Transforms into a Revenue Powerhouse, Nextiva Survey Reveals

Jan 28, 2025 - financialpost.com
Nextiva, a leading unified customer experience management platform, released a survey highlighting the evolving role of customer experience (CX) in business strategy. The survey, conducted with over 1,000 CX leaders from the US, UK, and Canada, reveals that CX is increasingly viewed as a revenue driver rather than a cost center. This shift has facilitated easier approval for CX investments, with 67% of respondents noting increased funding ease compared to five years ago. The survey identifies six key trends, including the rising reputation of CX in the c-suite, the impact of technology and culture on CX perception, and the challenges posed by tech-debt and tool overload. Additionally, while 92% of businesses have adopted AI for CX, only 9% report mature adoption, with revenue generation being the primary driver for AI investments.

The survey also highlights the challenges in harmonizing AI with human interactions, with 90% of CX decision-makers struggling to reduce friction in AI-human handoffs. Employee and customer resistance, along with technology integration issues, are significant barriers. To address these challenges, CX leaders suggest that human agents should oversee AI interactions. Tomas Gorny, CEO of Nextiva, emphasizes the need for businesses to overcome tech-debt, accelerate AI adoption, and focus on creating seamless, personalized customer experiences to capitalize on CX as a revenue driver. The full survey results and additional resources are available through Nextiva's reports.

Key takeaways:

  • CX is now seen as a revenue driver, with 96% of CX leaders reporting that company leadership views CX as a key driver of business outcomes.
  • Tech-debt and tool overload are major challenges, with 81% of CX professionals believing that consolidating customer data into a single system would improve CX.
  • 92% of businesses have adopted AI for CX, but only 9% have reached mature adoption, with revenue generation being the top AI investment driver.
  • Human-to-AI handoffs are a significant challenge, with 90% of CX decision-makers struggling to reduce friction in these transitions.
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