Customer experience (CX) is the difference maker in 2025, a year in which all businesses are at a crossroads because of artificial intelligence (AI) and swiftly advancing technologies. At the same time, uncertainty is the only certainty upon which businesses can rely. As a result, CX challenges are magnified and must be addressed quickly.
Respondents to the Global State of CX 2025 survey shared their most pressing challenges. While there are 10 challenges on the list, the top five are particularly interesting. To begin, 36 percent of respondents said competing priorities were challenging, putting it at the top of the list.
A snapshot the top 10 CX challenges
The issues baffling CX professionals are big problems that are not easily solved. They require waxing philosophical, reflecting internally and externally and brainstorming ideas for resolution. The top three - competing priorities, building a customer-first culture and aligning business objectives with CX initiatives are the kinds of things that have plagued companies for years and do not get solved overnight. Below, CX Network shares the top 10 and then dissects the top five CX challenges.
The top five CX challenges
When organizations have big goals, they also must overcome big problems. None of the top challenges listed by professionals and leaders is surprising. But many are the kind of issue that requires commitment, strategy and buy-in across the organization.
1. Competing priorities
CX is still finding its place at some companies. As a result, there are many divisions within any company seeking budget and people power. Then, within CX, there are also competing priorities, such as investments in automation versus training of human agents in the contact center.
In the report, Annette Franz, CCPX, founder and CEO of CX Journey, Inc. described the short-sighted thinking:
"What could possibly compete with the foundation for the purpose of your business, i.e. your customers? What business initiative could you be considering that doesn't impact the customer?"
Hers is an important point. Without customers, businesses have nothing. So, they should be prioritizing CX. Still, CX leaders must also continuously prove their value, which is a theme that gets repeated in the 2025 survey results.
2. Building a customer-first culture
Indeed, customers determine the fate of a company. They can propel a brand to greatness or bring on its demise. As a result, every company ideally should have a customer-first culture, one that revolves around people, both the people who deliver the goods and services and those who invest in them.
Yet, building culture is one of the most challenging aspects of CX, according to 33 percent of respondents. Culture trickles down from the top leadership to the most junior staff members. One person's bad habits or misinterpretation can be a broken link that damages the whole intention.
Today, the problem is even bigger because a customer-first culture demands a great understanding of customers. While data is more accessible than ever, customer needs are sometimes vague and unclear. Although that means the importance of CX is elevated, it also means the job is much more complicated.
"Customer needs are changing faster than ever and as a result, many companies and CX teams struggle to design experiences that truly address the most pressing pain points," said Banu Cinar, head of CX design at JLR and a CX Network top 50 CX leader to follow in 2025.
3. Aligning business objectives with CX initiatives
This next challenge goes hand in hand with the number one obstacle for getting buy in for CX investments, according to nearly 40 percent of survey respondents: Demonstrating return on investment (ROI). In fact, aligning business objectives with CX initiatives is a form of demonstrating ROI. And 25 percent of respondents said linking CX to the bottom line remains a challenge. It dropped from second to third place in the last year. Both of these survey responses speak to the greater need for CX leaders to market their work internally to ensure business leaders see value.
In 2024, Yvette Mihelic, director of CX for John Holland Group, said that establishing a clear link between CX and overall business strategy was vital.
“Being able to clearly link investment in CX with the commerciality of the organization has always been a key driver of advocacy and the commitment of funding of CX-related initiatives,” she said.
For companies to invest in CX, they must see they are getting something out of the initiatives. That's why CX leaders must promote their work, share data points that link CX with the bottom line and tell their stories being sure to weave what customers are experiencing with what they are spending.
4. Creating actionable insights from data
The big news in recent years is that data analysis has become less complicated. Technology like AI and machine learning (ML) have put insights and data analytics in the hands of lay people. Even translating the data has become much easier with generative AI. The problem is that there is still too much data and it is often unorganized. People rarely know where to begin. So, it is not surprising that 16 percent of respondents said that creating actionable insights from data was a big challenge.
Claire Cunningham, Coles’ national CX manager, has said: “The challenge is getting people excited about data and, in that respect, it becomes really important to find common ground, which I think also helps with creating actionable insights – helping people to understand what your purpose is and what your aims are with that data.”
"Getting excited about data" is a must in 2025. Data is the new currency and, when applied effectively, it can help shape strategy, resolve problems early and improve results.
5. Linking CX initiatives to return on investment (ROI)
Demonstrating ROI remains imperative. As mentioned, business leaders outside of CX want validation of their investments. To keep investing, they need to see proof that the money is going to a good - and profitable - cause. As a result, 16 percent of respondents said linking CX initiatives to ROI was a challenge. While this is difficult, it's not impossible.
"By connecting enhancements in the customer journey to key metrics like cost reductions, reduced churn, increased revenue and higher customer satisfaction – for example, improved digital resolution and reduced call center volumes – practitioners can justify their investment in journey management," said Bob Hale, CEO of Alterian.
Facing CX challenges
CX challenges can be daunting, but they are not impossible to confront and resolve. With patience, know how and some planning, many of these issues can be addressed. What is most important is transparancey and the willingness of the team to unite for resolution. CX success will depend on resilience, adaptability and evidence-based decision-making.