Bram De VosAlmost every company now says customer experience matters. Far fewer can show what it is worth. Our friends at Loyalty Group Denmark asked 203 CX managers across 20 countries what their organisations actually do today. Three findings stand out.
- Only 13% are truly CX mature. A company counts as highly CX mature only when it is strong on all six dimensions at once: strategy, measurement, improvement, management ownership, management support for employees, and documentation. 54% sit in a broad middle, with strengths that do not yet add up.
- 59% say customer experience clearly affects their business, yet 48% never calculate the financial impact. The effect is felt but rarely put into numbers. Documenting the financial value ranks as the second-biggest challenge in the study.
- Only 26% report customer experience directly to the CEO or the board. In Loyalty Group's 2021 study, that figure was 48%.
The full report explores each of these findings, looks at the role of AI and the obstacles CX managers face, and closes with three questions for your next management meeting.
About Loyalty Group and the study
Loyalty Group has helped companies grow revenue through stronger customer loyalty since 1992, with more than 400 projects in over 80 countries. That long track record is what this study builds on.
The survey ran from February to April 2026 and covered 203 CX managers in B2B and B2C companies, most of them in Denmark, Norway, Finland, Germany and Belgium. Its 46 questions cover strategy, management, measurement and business impact. The 24-page report was written by Mikkel Korntved and Sara Landin Riis of Loyalty Group, in partnership with Hello Customer.
Download the full report
