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Exploring the Gap in Customer Experience Optimization through AI

Recent findings from the Protiviti-Oxford survey have exposed a puzzling 'opportunity gap' in customer experience (CX) management among executives. A staggering 57% of global executives expressed confidence that artificial intelligence (AI) will enhance customer interactions. However, only a mere 17% of these leaders believe their organizations currently optimize CX effectively, indicating a substantial discrepancy between optimism and reality.

The Opportunity Gap: A Global Challenge

This disparity is especially pronounced across different regions. For instance, in the Asia-Pacific region, where 57% of business leaders affirm that CX is crucial for success, only 14% assert their companies excel at optimizing this experience. Similarly, in Europe, while 45% prioritize CX, just 10% feel they effectively enhance it. In North America, confidence appears waning, with only 38% of executives recognizing the importance, though 25% feel they execute it well.

As stated by Jennifer Friese, Protiviti's global leader in Digital Transformation, the consistent patterns observed across regions suggest a widespread challenge that businesses face in enhancing customer experiences. This situation presents a unique chance for organizations to reassess their current strategies and pinpoint where they could make impactful improvements.

The Role of Data in Optimizing Customer Experience

Despite the hype around AI, the survey reveals that executives identify data management tools as more influential for successful CX than AI, machine learning, or other technologies like the Internet of Things (IoT). Remarkably, 71% of respondents believe their organizations maintain customer trust in their data practices, while 65% state their companies are transparent regarding data collection and usage. Furthermore, 70% feel prepared for upcoming data privacy regulations.

Joe Kornik, senior director at Protiviti, emphasizes that efficient data management is fundamental for innovating and optimizing customer experiences. While many leaders acknowledge the potential of AI, they understand that solid data management practices are vital for fostering customer trust and generating strategic value in CX initiatives.

Increased Spending Signals Positive Outlook

Two-thirds of business leaders express confidence in their official resources for effective CX management. Over the last few years, a notable 69% reported increased investments in marketing resources, and 73% boosted their technology investments for improving CX. Looking ahead, a promising 76% of respondents expect to increase their CX spending in the next two to three years. While 53% expect less than a 10% increase, 23% foresee growth exceeding 11%.

Strengths and Weaknesses Identified by Executives

When asked to evaluate their current CX strategies, executives highlighted strengths and weaknesses. The primary strengths identified were:
1. Brand Promise
2. Personalization

In contrast, the main pain points included:
1. Omni-Channel Experience
2. Digital Touchpoints

This contradiction underscores a significant challenge: while effective personalization hinges on solid digital touchpoints, many organizations struggle to deliver coordinated experiences across various channels. This disconnect can diminish the overall CX journey, leading to missed opportunities.

Although 64% of respondents believe in their capability to derive actionable insights from CX data, execution remains a hurdle, particularly in effectively leveraging technology.

Conclusion

To thrive in the evolving landscape of customer experience, organizations must bridge the gap between intention and execution. Businesses must transition from optimistic projections to actionable strategies, committing to invest continuously in their CX capabilities. This approach will enhance their potential to address the rising expectations of customers keen on personalized, efficient, and meaningful interactions.

Methodology

The Protiviti and University of Oxford survey involved over 250 board members, C-suite executives, and business leaders across 20 countries in North America, Europe, and Asia-Pacific, covering more than 25 industries. Data was collected between March and May 2025, forming part of the executive summary published by VISION by Protiviti.

About Protiviti

Protiviti is a global consulting firm known for its expertise and collaborative approach. It offers tailored solutions in areas such as finance, technology, operations, data, and digital through a network of offices in over 25 countries. Recognized as one of the Fortune 100 Best Companies to Work For, Protiviti serves a broad range of clients, including many Fortune 100 and Fortune 500 companies.