The Great Customer Experience Delusion
Why leaders think they're winning while customers are walk away
The 2025 CX20 Global study brings together the perspectives of 2,004 consumers and 987 business leaders across 14 countries and 14 industries.
Unlike traditional CX research, which often treats NPS scores, transformation milestones and technology adoption as evidence of progress, this study was designed to test whether those signals match the experience customers actually receive. Consumers were asked where interactions break down. Leaders were asked how they view their CX performance, priorities and investments.
By placing these perspectives side by side, the analysis exposes the gap between internal confidence and customer reality. It maps 20 hidden CX gaps across five categories and identifies the five that businesses struggle with most. A company may point to stronger dashboards, AI deployments or automation rates and believe it is winning, while customers still encounter generic experiences, poor service and feedback that goes nowhere. Until CX is measured through the customer’s reality, progress can remain an illusion while customers quietly walk away.
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