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Research report

The 2026 CX Maturity Study

Where ambition and results part ways. 203 CX managers in 20 countries on what their organisations actually do today.

13%are truly CX mature, strong on all six dimensions
48%never calculate the financial impact of CX
26%report CX directly to the CEO or board, down from 48% in 2021

24 pages, by Mikkel Korntved and Sara Landin Riis of Loyalty Group, in partnership with Hello Customer

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Cover of the 2026 CX Maturity Study by Loyalty Group, in partnership with Hello Customer
What's inside

What the report covers

  • The six dimensions of CX maturity, and why only 13% are strong on all of them
  • The gap between feeling the impact of customer experience and putting it into numbers
  • Who owns customer experience at management level
  • The role of AI, and the obstacles CX managers face
  • Three questions for your next management meeting
About the study

The survey ran from February to April 2026 among 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. Loyalty Group has helped companies grow revenue through stronger customer loyalty since 1992, with more than 400 projects in over 80 countries.

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