Where is CX driving value?

How leading practitioners communicate and deliver impact through culture, technology, metrics and savvy investment.

How leading practitioners define and communicate the value of CX to business leadersContents

CX as a growth driver in the modern organization

What can customer insights reveal about the value of CX?

Investing to achieve the CX strategy: Top tools for 2027

Conclusion: CX cannot be valued until it is understood

Thank you for reading Where is CX driving value?

Contents and interviewees

Page 3. Foreword

Page 5. CX as a growth driver in the modern organization

Page 10. What can customer insights reveal about the value of CX?

Page 17. Investing to achieve the CX strategy: Top tools for 2027

Page 23. Conclusion: CX cannot be valued until it is understood

Page 25. About CCW

Page 26. About CX Network

Paul Weaver, VP of design,
Hyatt Hotels Corporation

Jo Foxall, CX director, Transport for Wales

Jim Tincher, CEO and founder, Heart of the Customer

Paul Cuglietta, customer service director, Simplyhealth

John Moses, VP of member experience, Oura

Ekaterina Mironova, CX program manager, Uber

Jack Austin, commercial insights lead, Virgin Media 02

Monika Aufdermauer, VP of user success, KOHO

Foreword

There’s growing body of evidence that suggests the most senior business leaders do not always recognize customer outcomes as drivers of business growth.

The problem isn’t new. In 2024, Gartner’s annual CEO and Senior Business Executive Survey found that 62 percent of CEOs named growth as their top business priority for the year. It was the highest level in a decade and a marked increase on the 49 percent who selected the same response in 2023. However, only 10 percent of respondents said that growth comes from the customer.

In the US in 2025, CCXP conducted in-depth interviews on the same topic with 34 C-suite executives from major corporations with revenue of US$50 million to $70 million. Only five respondents identified CX as a key growth driver – of those five, four held CXO or CCO roles.

Recognition isn’t the only challenge facing CX at this time. In the last four years, CX Network's annual research into the state of CX has found the long-standing challenges facing practitioners – such as a siloed data, a lack of actionable insights, competing

priorities and shrinking budgets – are more acute. In tandem, external forces are pushing a new set of challenges into view.

These challenges include global and local economic conditions, the arrival of agentic commerce and machine customers, consumer demand for data security and privacy, and transformative new business technologies, such as agentic AI.

When CX Network asked practitioners to explain how these pressures influence their work, a clear pattern emerged: the CX function must articulate its strategic value in a more compelling way to ensure those outside the discipline appreciate the tangible benefits it delivers.
This report explores how CX can prove its value and thrive in an operating environment where business growth is the north star, but the route to it so often disregards the potential of the customer function. With commentary from Simplyhealth, Transport for Wales, Hyatt Hotels, Uber, Oura, KOHO, Heart of the Customer and Virgin Media 02, it looks at:

How practitioners can communicate value to business leaders, budget holders and boards.
How to translate user research into the operational and revenue metrics leaders can act on
The tools that deliver measurable and exceptional CX.