CX Trends: CCW January 2026 January Market Study

A recent study from CCW Digital highlights a growing gap in customer experience.

Companies are investing heavily in AI and technology, yet many are not seeing the expected improvements in outcomes.

In my experience, this is not a technology issue. It is a system design issue.

I pulled out a few key takeaways below, along with what I am seeing in practice.

What stood out:

• 3 in 5 consumers feel CX has regressed

• Most organizations expect ROI from new tech within 6–12 months

• Only a small percentage have a fully unified AI strategy

What this reinforces is a pattern I see consistently:
Organizations are applying technology before clearly defining the problem they are trying to solve.

This often leads to increased complexity without improved performance.

Read more in the study below.