Market Study: CX in 2030

For the first time in years, more consumers say customer experiences are improving than getting worse. But persistent friction, low confidence in AI-powered self-service, and growing expectations around personalization, transparency, and human support show there is still a significant gap between today’s experience and the autonomous future many organizations envision.

Introducing CCW Digital’s latest Market Study, CX in 2030, sponsored by Cresta. The report examines what customers actually want from the future of CX — and how organizations can rethink the relationship between AI and human agents to deliver it.

Key areas covered in this study include:

• Why the future frontline is moving beyond the traditional “AI for simple issues, humans for complex ones” model — and toward a more intentional balance of AI, human judgment, and emotional intelligence.
• What’s holding customers back from embracing AI-powered self-service, and the experiences that can build greater trust, adoption, and loyalty.
• How organizations can create more personalized, proactive, always-available, and connected customer journeys as they build toward the CX of 2030.