Reports
Our reports, with the data behind them
Each report answers a question CX leaders ask us, from our own research. Read what we found, and what other organizations are doing about it.
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The reports
Read what we found
Two reports, both built on our own research and written for the people who have to act on it.
Research report 2026
From Project to Practice
Operationalizing the CX mandate
Your organization believes in customer experience. Your CX professionals are skilled and committed. Yet nothing structural changes. This is not a commitment problem; it is a mandate problem.
- A PDF report of 30 pages
- With the 2026 CX Maturity Study by Loyalty Group: 203 CX managers in 20 countries
- The Mandate Gap, the four stages from project to practice and the Prove, Fund, Scale loop
€195 excl. VAT, individual license
Industry report
The Journey-First Enterprise
Operationalizing Customer Journey Management
Your product teams are optimized. Your digital channels are modern. Your customer experience is fragmented. What organizations across Europe and the GCC are doing about it.
- A PDF report of 70 pages
- The fragmentation, the journey-first operating model and how to run journey management
- Governance models, decision rights and measurement frameworks
€195 excl. VAT, individual license
Buying for your team? Team licenses are available: ask us for a price.
Research report 2026
From Project to Practice
Operationalizing the CX mandate
Customer experience gets the responsibility but rarely the mandate to deliver on it. The report shows where that gap comes from, what it costs, and how CX teams earn their mandate one proof at a time.
01
The Mandate Gap
Why CX gets responsibility without authority, budget or proof, and what that costs the organization.
02
Four stages, from project to practice
Project, program, practice and performance engine, and how to tell where you are today.
03
Prove, Fund, Scale
The loop that earns the mandate in steps, starting with one proof the CFO accepts.
49%
of CX managers have budget responsibility
26%
report customer experience directly to the CEO or board, down from 48% in 2021
13%
of organizations are mature across all six CX dimensions
Figures: CX Maturity Study 2026, Loyalty Group in partnership with CXM Academy, 203 CX managers in 20 countries.
Industry report
The Journey-First Enterprise
Stop optimizing the pieces
Your product teams are optimized and your digital channels are modern, yet the experience is fragmented. The report shows how organizations that get it right work across their silos.
01
The fragmentation
Why billions invested in digital transformation created new problems, and how functional and product silos make a seamless experience almost impossible.
02
The journey-first operating model
The Journey Team as the connective tissue between business objectives and customer needs.
03
Operationalizing journey management
Governance models, decision rights, measurement frameworks, the pilot approach and how to scale from pilot to program.
80% vs 35%
80% of organizations say journey mapping improves their understanding of customer needs. Only 35% see it improve their customer satisfaction scores.
63%
of all support calls in one utilities journey came from customers who could not find the right document online.
Custom research
Need answers to your own question?
The team behind these reports can also study a question for your organization. This is what we research, and how a project runs from the first conversation to the findings.
What we can research for you
Benchmark against your competitors
How your customer experience compares with the companies your customers compare you with.
Test a new value proposition
Whether a new proposition lands with your customers, before you put money behind it.
Measure what your CX initiatives return
The return of your CX work, in numbers your finance team accepts.
Assess your customer centricity
The CCMA: 54 questions on four pillars, as many respondents as you like, and a prioritized plan.
How a research project runs
01
Free consultation
We help you sharpen the question behind your request, and the decision the answer should inform.
02
Research proposal
A detailed plan from your question to the findings: the method, who we ask and what you get. You decide after you have seen it.
03
We run the research
Our team does the heavy lifting, or runs the research together with your people.
04
Findings you can act on
We work out what the findings mean for your organization and help you act on them.
For our own reports we combine peer-reviewed research, surveys and in-depth interviews with practitioners, and From Project to Practice also draws on the CX Maturity Study 2026 that Loyalty Group runs with us. For your question, the proposal sets out the method.
Questions
Frequently asked questions
Who are these reports for?
Leaders responsible for customer experience, digital transformation or strategy, and the CX professionals who have to make journeys work across silos.
What is the research based on?
Each report combines a review of academic papers, a survey, interviews with CX practitioners and our own work at CXM Academy. From Project to Practice draws on the 2026 CX Maturity Study by Loyalty Group, a survey of 203 CX managers in 20 countries.
How do I get the report after I buy it?
You download the PDF from your CXM Academy account. Your order email also has a download link that works for 7 days.
What if I'm not sure if the report is right for me?
Take a minute to reach out to our team. They'll gladly help you decide if the report is a right fit for you.
Can I share the report with my team?
Yes, team licenses are available. Reach out for pricing.
Can I get a custom report for my industry?
Yes. Request a consultation to discuss your specific needs.
Not sure which report fits?
Start with From Project to Practice, our 2026 research on the CX mandate, or talk to us about team licenses and custom research.