Generative AI for CX measurement and VoC is gaining traction, but most CX teams still don’t excel where it matters most: getting stakeholders to act on insights and earning stakeholder confidence. This is the sobering insight from Forrester’s 2025 global survey (for an overview of the study and findings, read our summary report).
The root of the problem? Outdated practices and missed opportunities.
Feedback Collection Is Stuck In The PastSurveys dominate, but few teams effectively tap into emails and calls. Worse, only half feel confident in their ability to analyze what they collect. If you have Forrester Decisions access, read more here: VoC And CX Measurement Teams Need More Robust Feedback And Data Practices.
Metrics Don’t Drive ActionTeams most commonly measure CX at the touchpoint level, followed by relationship level measurement. Only half of teams can successfully link CX metrics to business outcomes, less than a third can set realistic targets, and even fewer report the ability to find signals in data. If you have Forrester Decisions access, read more here: CX Measurement Must Be A Stronger Force In Guiding CX Work And Fostering A CX Culture.
Journey Measurement Is In Its Survey-Dependent InfancyJourney-level measurement is still a gap and those who do measure journeys rely mostly on surveys at the end of journeys instead of building journey performance metrics. Very few track customers’ emotions — key drivers of loyalty. And because journey accountability is a gap, journey measurement falls flat. If you have Forrester Decisions access, read more here: Journey Measurement Is Survey-Dependent And Needs More Shared Accountability.
Insight Identification And Communication Falls ShortRoot cause analysis is rare. Even fewer can identify behaviors that improve CX or rally internal champions to act on feedback. Less than 1/3 (27%) effectively communicate insights in a timely way. If you have Forrester Decisions access, read more here: VoC And CX Measurement Teams Need More Effective Practices For Communicating Feedback And Driving Action.
Closing The Loop Stops HalfwayPrograms respond to negative feedback, but ignore neutral or positive voices. One-on-one follow-ups are common, but broader communication about organizational actions in response to feedback is rare. If you have Forrester Decisions access, read more here: Close-The-Loop Practices Show Promise — But Could Be More Effective.
Tech Is Evolving — But Practices LagBI and CFM tools dominate, but genAI for CX is emerging as a powerful ally. Over half of programs already see value in genAI for summarizing feedback. If you have Forrester Decisions access, read more here: Feedback Management Tech Adoption Reflects Survey Dominance And GenAI Uptake.
The Path Forward
To boost impact, VoC and CX teams can’t keep running the same playbook. Yes — they need to double down on the basics: diversifying feedback sources and link metrics to business outcomes. But, more importantly, these teams need to transform into strategic partners for key stakeholders: improve relevance and cadence of reporting, apply more analytical rigor to analysis, and experiment with AI to find efficiencies and increase effectiveness.
Thank you to all the practitioners who took our survey this year! We can’t produce this research without you!
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