2026 June Market Study: CX in 2030

Year over year, businesses have professed their commitment to customer centricity, while investing in technology designed to augment interactions in all channels.

Year over year, this desire to transform the customer experience has fallen short. Citing ongoing pain points like long wait times and repetitive questions and new challenges related to AI, the typical consumer complained that experiences were regressing.

Is the tide finally turning? CMP's new Consumer Preferences Survey reveals reason for optimism, with consumers expressing citing improvement to key aspects of the CX.

Unfortunately, it still reveals a lot of challenges, particularly as it relates to confidence in AI- and digital-based experiences. If the promise of an "agentic" frontline is to become a reality in 2030, much work is still to be done.

What can brands do to accelerate their recent improvements? Where are they still going wrong? Our new CX in 2030 Market Study has the answers. Topics include:

• What got better – and what got worse – in CX over the past year
• How consumers really feel about phone vs. digital in the omnichannel age
• Why so many customers still reject AI agents, and what it will take to win their trust ahead of 2030
• What human agents get right – and wrong – when supporting customers
  How brands are missing the mark on one of the biggest AI-era concerns
  Whether brands are effective in their efforts to "win back" upset customers