July 09, 2025
Why Business Leaders Keep Overestimating Their CX Game
Business leaders are convinced they’re delivering great customer experiences. Their customers beg to differ.
A new global study by Amdocs shows that 80% of executives believe they’re meeting or exceeding customer expectations, yet only 24% of customers agree. The report, based on feedback across 14 industries and countries, reveals that most companies are far more confident in their CX than they should be.
Gil Rosen, chief marketing officer, Amdocs, said: “Too many companies say customer experience is a priority, yet they stop short of truly investing in it. This gap between belief and action is where customer trust erodes and competitive ground is lost. Our study is a wake-up call for leaders to move beyond CX rhetoric and commit to meaningful transformation.”
CX Illusion
It’s not that CX isn’t on their radar. On the contrary, an overwhelming 92% of business leaders say customer experience is a top strategic focus, and 88% link it directly to revenue growth. However, when it comes to actual investment, only 28% say it’s “extremely important” to put serious money behind it. That gap between rhetoric and action is fuelling what the report calls a “CX Illusion.”
More than half of consumers will walk away after four bad experiences, and 85% of loyal customers say they’d consider switching brands. In total, poor CX is expected to put $3.8 trillion in global revenue at risk this year.
The cause of the disconnect may be hiding in plain sight. According to the report, leaders may be misled by their own data. While customer feedback is pouring in, 53% admit they’re not using it effectively. Internal roadblocks, like staff shortages, weak training, and unclear performance metrics, mean valuable insights often go nowhere. For 43% of executives, their current CX investments aren’t paying off.
Meanwhile, 67% of customers are willing to spend more with companies that get it right.
Until businesses start matching their confidence with action, they’ll keep losing customers who’ve already decided the experience isn’t worth sticking around for.
