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CXPA's Core Values include actively contributing to the thought leadership and innovation of the CX profession. Research, often conducted in collaboration with valued sponsors and partners, is one way we live this value. We believe that through the collection of data and insights from the CXPA community we can help advance the understanding and professional practice of customer experience management.  

Resources from past research (Login required for direct download)

  • The AI Paradox: Technology, Humanity and the Customer Experience:  Collaborative research from Deloitte Digital, Natter, and CXPA presenting CX leader perspectives on the potential and perils of AI in the CX field. (Available for direct download by CXPA members here - log-in required) 
  • The Pivotal Role of CX Education and Upskilling: Joint Research from MCorpCX and CXPA. Learn about the role customer experience (CX) education plays in driving greater customer-centricity and customer experience maturity across industries and company size.
  • The 2024 State of CX Personalization Report: Joint Research from Medallia and CXPA delves deep into the minds of CX practitioners worldwide, unveiling the latest trends, challenges, priorities, and how artificial intelligence (AI) may play a role in their roadmap.
  • Building Your CX Dream Team: Joint Research from Heart of the Customer and CXPA aimed at answering the question: What is different about how great CX teams are formed that can inform the rest of us as we build our strategy?
  • IT and CX Collaboration in Delivering a Great Customer Experience: In this collaborative study between CXPA and Cyara, CX leaders identify challenges and opportunities when working with IT partners to better the experiences of their customers.
  • Quantifying the ROI of CX: In this study from CXPA and West Monroe Partners, CX leaders share perspectives on opportunities for generating better business outcomes.
  • Understanding the Journey of the First-Year CX Leader: While there is a lot of anecdotal guidance for CX leaders as they take on new roles, CXPA believes in the power of research to ensure independent, consensus advice that can be trusted during a critical time. This report from Heart of the Customer, Quadient, and CXPA uncovers critical insights from CX Leaders during their first year on the job.


Have an idea for a research collaboration? Please reach out to us for a conversation!