Predictions for CX Transformation, 2025 to 2026

Employee Engagement and Brand Loyalty Take Center Stage

Frost & Sullivan's 2024 Frost & Sullivan's Contact Center Customer Perspectives survey, published in March 2024, unveiled that improving employee engagement, brand equity and customer loyalty, and automating business processes remain top priorities in 2024-2026.

Improving the customer experience (CX) and employee experience (EX) are top of mind again in 2025. This is not surprising as Frost & Sullivan research shows a direct correlation between a heightened EX directly impacting CX in ways from increased brand loyalty to revenue production. The difference moving into 2025 and forward is the leveraging of technologies such as AI and generative AI (GenAI) in a more precise and prescriptive way that prove business cases rather than 'throwing AI technology against the wall to see what sticks'.

Adoption of advanced, AI-powered workforce engagement management (WEM) tools are on the rise. 69% of enterprises consider integrating employee engagement tools as a top business priority in 2025. Top goals in adopting WEM technology are attracting and retaining talent, upskilling agents, improving CX and EX, and increasing brand awareness and loyalty.

These are just a few of the trends that are having an impact in CX transformation in 2025 and beyond. In this perspective Frost & Sullivan discusses the top 10 predictions for the 2025-2026 timeframe.